Making Australians coffee afficionados is an interesting way to give McCafé coffee a top spot on the coffee makers ladder. In DDB Sydney’s campaign for McCafé, its coffee is endorsed by the whole of Australia AND established as part of Aussie culture. Win-win for McDonald’s.

McDonald’s Australia marketing manager, Tim Kenward, stated, “Australia has a unique relationship with coffee compared to the rest of the world. We are proud of our complex coffee orders and expect a high standard of flavour and quality from every cup. McCafé understands the importance of coffee to Aussies, which is why we offer the highest quality blend, roasted in Melbourne and made by expert baristas in our restaurants.

“We are pleased to celebrate Australia’s passion for coffee through this new brand campaign.”

DDB Australia chief creative officer, Ben Welsh, added “I have no idea how Australians became such coffee aficionados, but we did. This campaign, and the new brand platform, celebrates that discernment – something we can all be proud of.”

The campaign which launched this week with a new McCafé coffee blend and includes out-of-home, radio, digital and social roll outs, and new products will be announced in the coming months.

Credits:

Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
National Marketing Managers: An Le & Tim Kenward
Brand Manager: Amanda Milios
Assistant Brand Manager: Tim Bothwell

Creative Agency: DDB Sydney
PR: Mango
Media: OMD
Production Company: Good Oil Films
Post-Production: The Editors