Fuss-free coffee

28.02.2017 McDonald's : Anti-Authenticity Marketing : Coffee
McCafé campaign by Leo Burnett London, UK

UK – McDonald’s has launched a new campaign with an amusing take on hipster café culture.

  • By highlighting the confusion people face in hipster coffee shops, the campaign promotes the brand’s simple approach to coffee
  • The film advertises its McCafé range, and will run on tv, radio, press and social media

Created by Leo Burnett London, the video emphasises the simple McDonald’s approach to coffee in the face of overcomplicated menus, miniature cups and expensive price tags that are common in artisanal coffee shops.

‘McCafé is our challenger brand, taking the complicated, expensive and sometimes intimidating world of café culture and making coffee accessible to everyone,’ said Michelle Graham-Clare, marketing manager at McDonald’s, in a statement.

The advert represents a shift for McDonald’s, which was trying to court the same crowds a couple of years ago with its artisanal chicken sandwiches, but is now encouraging a return to simpler times. ‘Our campaign illustrates how McDonald’s is the antithesis of the complication, in a fun and relatable way,’ said Graham-Clare.

The Big Picture

By dropping artisanal language and focusing on what they can genuinely offer consumers, brands are moving past promoting their heritage to adopt Anti-authenticity Marketing.