McCafé, the innovative brand extension by McDonald’s, has been ruling its patrons’ hearts with handcrafted coffees since the concept was launched in 2013. To bring the sheer range of the McCafé premium offerings to life, McDonald’s India has rolled out a thematic, digital-led campaign ‘There’s A McCafé For That’.
Whatever the feeling might be, or whatever may the reason to go out and have a beverage, there’s always McCafé for it. Need a break from shopping? Meeting a long lost friend? Celebrating a good exam result? Dealing with a break up? Sympathising with a friend who has broken up? Want to blow the first-ever paycheck? There’s a McCafé for that, and more. The new campaign has been conceptualised and executed by Leo Burnett India.
Seema Arora Nambiar, Senior Vice President – Strategy, Innovation & Capability, McDonald’s India said, “Since the launch of McCafé in 2013, we have seen tremendous growth and received an overwhelming response from our existing customers. As a brand extension, McCafé offers great handmade coffees and beverages that connect with the consumer need for having more options with their food. It adds a new segment of customers who have higher affinity for premium coffee or the other specialised beverages that we serve.”
“We now find our customers come for food and stay for the coffee and beverages. The new digital campaign features McCafé as a place where no matter what the mood, occasion or requirement, there is a McCafé product that is made for every occasion, by our highly trained team of baristas,” she added.
Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “McDonald’s has always been a happy, joyful brand, and McCafé is the perfect extension of this intrinsic happiness. People come to McCafé to celebrate everything going on in their lives, over a beverage – highs and lows, love, romance, friendship, reunions. Every item on the McCafe menu means something different to each person, and has a story. The execution of the film also weaves this thought in beautifully. To me, this is HumanKind work that makes viewers feel a strong emotion; happiness, in this case.”
Source: Campaign Brief Asia