The Macca’s everyday drinks run is getting a fashion-forward makeover with the launch of the limited-edition McCafé Tray Bag, a statement accessory designed to match the daily beverage rituals of Aussies.

Wieden+Kennedy Sydney has given the McCafé drink carrier its ultimate glow-up and turned it into a limited-edition fashion accessory and the first of its kind. Inspired by the fan-led ritual of repurposing the humble cardboard holder to carry life’s everyday essentials, the McCafé Tray Bag also taps into Australia’s growing ‘little treat’ culture, where grabbing a coffee or cold drink is as much about the moment as it is the beverage.

Tobi Fukushima, marketing director of menu at McDonald’s Australia, stated, “Getting a drink at McCafé represents so many occasions for our customers, whether it’s a morning post-run coffee or an excuse to catch up with friends. The McCafé Tray Bag turns an everyday essential into a statement piece, bringing a little more fun and personality to the drinks run. We can’t wait to see it in the hands of Macca’s customers this summer.”

Campaign photography is by Photoplay’s Sarah Adamson.

The launch of the limited-edition McCafé Tray Bag follows Macca’s biggest beverage launch since McCafé opened more than 30 years ago.

Wieden+Kennedy Sydney creatives, Hannah Lawson & Jessica Beal, added, “A drink has become more than just a drink. It’s an accessory we can’t live without. And with it, the takeaway drinks tray has evolved into a bag to hold all our other daily essentials. So, we took an idea already created by fan behaviour and made it real by ditching the cardboard for vegan leather and adding a detachable strap and pocket.”

The McCafé Tray Bag first caught the attention of Australian audiences earlier this week through an influencer campaign and limited-edition drop via a dedicated microsite.

Credits
Client: Macca’s
Agency: Wieden+Kennedy Sydney

Photography: Sarah Adamson  
Production Company – Stills: Photoplay

Post Production: The Editors 
Media Agency: OMD
Social Agency: Akcelo
PR & Influencer Agency: Eleven
Digital Agency: Digitas
Merchandising & Manufacturing Agency: Creata