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McDonald’s Gets to the Bottom of the Flat White Mystery in New McCafé Campaign by Leo Burnett London

Would-be coffee drinkers come up against the pretentious coffee market in Leo Burnett London’s new campaign for McDonald’s McCafé, introducing the latest addition to the menu – the Flat White.

Following on from McCafé’s successful brand relaunch last year, this new Flat White campaign is a continuation of the strategy of poking fun at the category. With a mission to demystify and democratise coffee for the masses, it highlights McDonald’s role in the market with its offer of ‘Great tasting coffee, simple’.

In the film, customers are seen in numerous coffee shops trying to get a sensible explanation as to what exactly a Flat White is – only to be met with condescending faces, impenetrable descriptions and nonsense explanations. We start to realise that, in reality, no one knows precisely what a Flat White is.

Finally a sensible definition comes – from a woman working behind the counter at a McDonald’s. ‘It’s like a stronger latte just with less milk,’ she cheerfully tells a customer, who is happy to get to the bottom of the mystery. The ad finishes with the voiceover saying ‘Now at McDonald’s’.

The campaign breaks on 12 February on television, backed by Facebook activity, out-of-home, radio, press, geo-texting and sales promotion vouchers.

Chaka Sobhani, Chief Creative Officer at Leo Burnett London, said: “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!”

Michelle Graham-Clare, Senior Marketing Manager at McDonald’s, said: “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.”

Film 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)
Planning Director Max Keane
Senior Planner Caitlin Morley
Planner Roisin Mulroney
Project Manager/Digital Producer Tim Wilks
Agency Producer Javré Dow

Director/Production Co Tony Barry/Knucklehead
Producer Sara Cummins/Knucklehead
Editor Sam Sneade/Speade

Post Production MPC

Sound Design Wave

DoP Martijn Van Broekhuizen

About Abdi

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Above+Beyond Brings Cheese Lovers’ Dreams to Life in New Work for Pilgrims Choice

Cheese-loving consumers will soon see their dreams turned into advertising in a new integrated advertising campaign for Ornua UK-owned cheddar brand Pilgrims Choice, created by Above+Beyond.

The TV launch film, “Charlie’s Dream”, blends live performance, puppetry and CGI to recreate a consumer’s real dream, which was one of many dreams sourced from cheese lovers across the UK. The ad kicks off “Cheese Dreams”, an integrated campaign for Pilgrims Choice, which is the UK’s number two branded cheddar. The strategy was inspired by research into the naturally occurring amino acids in cheese, which indicates that the idea of eating cheese at night leading to vivid, unusual dreams may be more than an old wives’ tale; and that a strong cheddar is more likely to have this effect.

The film shows a dreamer who finds their arms growing incredibly long until they are able to reach through the sky to a restaurant nestling in the clouds, which they then grab and put on their head, like a very strange helmet. Inside is a tiny pub, where a pirate whose beard is made from socks sits before a very cheesy feast – including a cheeseburger and cheese on toast that are both able to walk around.

The social and out-of-home campaign breaks on 21 May, followed by TV at the beginning of June as part of a major push that also includes print and in-store promotions. For the social element, consumers will be invited to submit their own cheese-fuelled dreams for a chance to see them turned into animated .gifs.

Michael Harper, Marketing Director at Ornua UK, said: “This new campaign brings fun and excitement to the cheddar category, in a way that only a challenger brand can. By making the bold link between cheddar and dreams, Pilgrims Choice will earn a significant share of voice, not just in the category, but in culture. This is exactly the audience-led approach we were hoping for from Above+Beyond.”

David Billing, Chief Creative Officer at Above+Beyond, said: “For Pilgrims Choice, we have come up with a truly audience-in campaign, creating a cultural connection between the brand and cheese lovers. And it’s been an incredible thing, putting these weird stories generated by real people’s subconsciouses, not the pens of creatives, on screen. The passion and ingenuity put in by the team who have made the dream into a reality (of sorts!) really shines through in this stand-out film, which we can’t wait for audiences to see.”

Along with the TV ad and other campaign assets, Above+Beyond has created a ‘making of’ film, showing how much work went into creating the sets, puppets and miniature pub.

Media for the campaign is by Yonder.

Client: Ornua UK
Agency: Above+Beyond
Production co: Blinkink
Director: Joseph Mann
Co-Director: Rune Spaans
Executive Producer: Bart Yates
Producer: Matt Marsh
Post production Blinkink
Sound design: Scramble
Media: Yonder

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