The McCafe Moments campaign has jumped on board this year’s hot TV trend. It’s McCafe Moments meets Gogglebox – McCafe patrons talk about what has happened in a TV show, in an ad break during the show.

“This ground-breaking campaign was created to weave McCafé into the most talked about TV moments and we are excited to share the latest contextual advert. Seeing real people talk about TV as it happens really brings this campaign to life,” Faye Gilman, associate director at OMD UK, stated.

OMD UK, content producer The Outfit and Channel 4 have got together to create a McDonald’first – a real-time ad that went to air in the first ad break during The Island with Bear Grylls. The Outfit handled the UK casting for Gogglebox there.

In the ad, McCafe patrons react to content the viewer has just seen in the show. To make it work, the trio worked with the show’s producer, Shine TV, to gain access to editorial content from the show before it went to air.

“The contextual and unscripted nature of these spots will provide lots of surprises for Channel 4 viewers throughout the campaign. Shooting frequently and as close to transmission as possible means each of the McCafé Moments will deliver an honest and relevant slice of life, and loads of the real passion our contributors have for the TV they love”, explained Niall Murdoch, founding partner, The Outfit.

Chris Braithwaite, agency principal at Channel 4 added, “This huge scale and highly collaborative project with OMD UK integrates McDonald’s McCafé brand with some of the key themes, stories and characters across our flagship programmes to really engage with our young and upmarket viewers. Television, and especially Channel 4 content, creates conversation and we’ve built the campaign concept around that.”

The campaign will continue to run for the rest of 2015 in other peak-time programmes across the Channel 4 family of channels, such as Made In Chelsea, One Born Every Minute and Taking New York.