New digital campaign by Leo Burnett India brings the premium coffee chain McCafé to life
Mumbai: 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.
Present in over 121 locations, McCafé has been successful in delivering a unique experience to coffee connoisseurs with coffee made from 100% Arabica beans. The brand extension offers an assortment of over 30 beverages ranging from handmade specialty coffees and iced coffees to smoothies, iced splash beverages and share shakes. Catering to everyone alike, McCafé stays true to brand McDonald’s core value: of celebrating life’s moments over great food and beverages, however big or small. The new campaign has been conceptualised and executed by Leo Burnett India.
Speaking about the new campaign, 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 specialized 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.
Speaking about the new campaign for McCafé, 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.”
The new film, that will be launched on digital and social channels, uses chalk animations cleverly interspersed with food and beverages from the McCafé menu. A fun, catchy song the film also lends itself to the film. Apart from digital, the campaign will also have touchpoints on social media, radio and in-store.
Watch it here:
Creative Agency: Leo Burnett India
Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, Leo Burnett South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett South Asia: Dheeraj Sinha
Executive Director & Branch Head, Mumbai: Rakesh Hinduja
Executive Vice President & Head of Planning, Mumbai: Ajeeta Bharadwaj
Business Head: Aditi Mahale
Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Creative Team: Vinit Sanghvi, Archit Gadiyar, Pratik Khara, Shivani Gairola, Suvankar Bagchi, Shreya Chande
Planning Team: Sushrita Mukherjee, Amrita Varma
Account Management: Abhijit Panicker, Aditya Atre, Sonia Kumar
Producer (Leo Burnett India): Rachaita Vyas
Production House: Ten Films
Producer: Cynara Rebello
Film Director: Raylin Valles