Fuss-free coffee
McCafé campaign by Leo Burnett London, UK

Fuss-free coffee

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

Article/20902 c63 Article/20902 20f
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.

Discover More News
Nike changes Just Do It to Why Do It? in new campaign

News

Nike changes Just Do It to Why Do It? in new campaign

Nike has re-imagined its iconic Just Do It slogan for today’s athletes with the launch of its latest campaign, Why Do It? 
Visual : Nike : Campaign
New Zealand’s Department of Conservation merges sustainability and local pride

News

New Zealand’s Department of Conservation merges sustainability and local pride

The Department of Conservation in New Zealand has unveiled a three-year campaign with Deloitte Digital and Deloitte’s Sustainability and Climate te...
Conservation : National Branding : New Zealand
Stat: The majority of Gen Alpha consumers buy clothes to create content

News

Stat: The majority of Gen Alpha consumers buy clothes to create content

Clothing retailer PacSun’s study of more than 6,000 Gen Z and Gen Alpha consumers in the US reveals how fashion purchases are increasingly made for...
Gen Alpha : Fashion : Retail
John Lewis celebrates 100 iconic products for its centenary

News

John Lewis celebrates 100 iconic products for its centenary

John Lewis is marking 100 years of its Never Knowingly Undersold promise with a new multi-media campaign created by advertising company Saatchi &am...
Brand Heritage : Heritage : Branding
Monzo tackles financial literacy with The Book of Money

News

Monzo tackles financial literacy with The Book of Money

British online bank Monzo has launched The Book of Money in response to research showing that half of Britons (51%) feel they are not reaching thei...
Finance : Gen Z : Education
Stat: Light preventative personal care routines on the rise

News

Stat: Light preventative personal care routines on the rise

Kenvue, owner of brands including Neutrogena, Aveeno and Listerine, has launched A New View of Care: The Power of Personal Care Routines, a global ...
Stat : Statistic : Health
Depop campaign reframes second-hand fashion as secret to personal style

News

Depop campaign reframes second-hand fashion as secret to personal style

Fashion resale platform Depop (now a subsidiary of Etsy) has launched its largest US campaign to date.
Fashion : Sustainability : Resale
Dermalogica launches digital community for skincare professionals

News

Dermalogica launches digital community for skincare professionals

Dermalogica has launched its Pro Community hub, a digital space designed by skin therapists, for skin therapists, with the ambition to become the U...
Dermalogica : Neo Community : Community
Stat: US study suggests Gen Alpha are fuelling cinema revival

News

Stat: US study suggests Gen Alpha are fuelling cinema revival

A new US survey from entertainment researchers NRG found that 59% of Gen Alpha prefer watching films in cinemas rather than at home, comp...
Stat : Stats : Statistic
Volkswagen puts authenticity first in new social storytelling campaign

News

Volkswagen puts authenticity first in new social storytelling campaign

Volkswagen has launched a social-first campaign, YourVolkswagen, spotlighting the authentic stories of real owners and their enduring connection to...
Visual : Mobility : Volkswagen
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN