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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

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Dairy Famers of Canada Takes An Honest Approach in Latest Campaign by DDB Canada


To better inform millennials about Canadian dairy and help clear up misconceptions they may have, Dairy Farmers of Canada (DFC), has launched a new campaign that takes an honest, candid approach to share truths about Canadian dairy products and the industry.

Developed by DDB Canada’s Toronto office the national campaign, “Honest. Canadian. Dairy.” reminds millennials of the positive aspects of Canadian dairy to help raise the day-to-day relevance of dairy products in millennials minds.

“There’s an opportunity to shift and change millennials perceptions about dairy products,” says Lucie Bérubé, acting director, marketing, DFC. “Canadian dairy products are considered a wholesome and natural source of nutrition by millennials; but this group shows some reluctance, versus older Canadians, to consume dairy products on a regular basis. The new campaign sets out to clarify misconceptions millennials may have.”

Accentuating both functional and emotional benefits associated with increasing usage of Canadian dairy, both English and French creative executions introduce dairy farmer characters, who share facts such as: there are no artificial growth hormones in milk that is produced in Canada, most Canadian dairy farms are family-run and span generations of dairy farmers; and most farmers keep under 100 cows.

“We wanted to be upfront with Canadians about what’s true and what’s not when it comes to Canadian dairy farming,” says Craig Ferguson, creative director, DDB Canada Toronto. “That carried over to the advertising. It felt natural to be upfront about the fact our ads were ads.”

Campaign creative includes television, social videos, out-of-home placements and Spotify audio advertising. The campaign launched at the end of January runs until March 2019 with Initiative responsible for the media strategy and buy.

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