Leo Burnett London: McCafe mocks flat white coffee-istas

The coffee phenomenon. Of course, it was going to develop pretensions. Even hamburgers can be pretentious.

McDonald’s wants people to drink its coffee. Drinking coffee brings people into its McCafés. Adds to its fan base. But McDonald’s coffee is never going to be pretentious. And last year, Leo Burnett London turned that into a plus when it relaunched McCafé by poking fun at the ludicrous things people do to coffee.

Now Leo Burnett is continuing McDonald’s mission to promote “‘Great tasting coffee, simple.” The new campaign introduces McCafé’s flat white addition, with the same humorous mockery of coffee-istas.

The campaign is running on TV in the UK, supported by Facebook activity, out-of-home, radio, press, geo-texting and sales promotion vouchers.

Chaka Sobhani, chief creative officer at Leo Burnett London, commented, “People seem to have really resonated with our previous campaigns for McDonald’s no-nonsense coffee offering, so it made sense to continue with the same no-nonsense approach when it came to introducing the new Flat White. After all, you shouldn’t need to have a qualification in cocoa bean farming to enjoy a good simple cup of coffee!”

The ad that began it all:

Michelle Graham-Clare, senior marketing manager at McDonald’s, added, “Leo Burnett’s McCafé work has really struck a chord with our customers, who just want a good coffee without the fuss. While the ad is funny and will spark recognition among viewers, at the same time it gives customers confidence, and we see it as a great tool in introducing Flat Whites to our restaurants.”

Credits

Creative Agency: Leo Burnett London

Chief Creative Officer: Chaka Sobhani

Creative Director: Peter Heyes

Creatives: Gary Lathwell & Liane Dowling, Peter Heyes

Account Team: Rosie Greaves (BAD), Jassmine Wixon (AD), Gracie Smith (AM) & Kate Aspinall (AE)