The integrated campaign embraces the reality that Aussies are laid-back and easy-going, except when it comes to our coffee.
Australia’s obsession with quality coffee is the inspiration behind the new McCafé brand platform, Coffee fit for an Aussie, which launched this week alongside a new McCafé coffee blend.
The integrated campaign from DDB Sydney embraces the reality that Aussies are laid-back and easy-going, except when it comes to our coffee.
Babyccinos and triple-shot, two-quarter almond lattes with honey are part of our everyday routines, and the platform’s first TVC showcases the role McCafé plays in delivering to those high coffee standards.
“Australia has a unique relationship with coffee compared to the rest of the world. We are proud of our complex coffee orders and expect a high standard of flavour and quality from every cup," McDonald’s Australia marketing manager Tim Kenward says.
“McCafé understands the importance of coffee to Aussies, which is why we offer the highest quality blend, roasted in Melbourne and made by expert baristas in our restaurants.
“We are pleased to celebrate Australia’s passion for coffee through this new brand campaign.”
DDB Australia chief creative officer Ben Welsh said: “I have no idea how Australians became such coffee aficionados, but we did. This campaign, and the new brand platform, celebrates that discernment - something we can all be proud of.”
The campaign also includes out-of-home, radio, digital and social roll outs, and new products will be announced in the coming months.
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
National Marketing Manager: An Le/Tim Kenward
Brand Manager: Amanda Milios
Assistant Brand Manager: Tim Bothwell
Creative: DDB Sydney
Production: Good Oil Films
Post-production: The Editors