McDonald’s India launches new digital campaign: McCafé for this, that and everything else
To bring the sheer range of the McCafé premium offerings to life, McDonald’s India has rolled out a thematic, digital-led campaign ‘There’s A McCafé For That’. Whatever the feeling might be, or whatever may the reason to go out and have a beverage, there’s always McCafé for it. Need a break from shopping? Meeting a long lost friend? Celebrating a good exam result? Dealing with a break-up? Sympathising with a friend who has broken up? Want to blow the first-ever paycheck? There’s a McCafé for that, and more.
Catering to everyone alike, the campaign stays true to brand McDonald’s core value: of celebrating life’s moments over great food and beverages, however big or small. The new campaign has been conceptualized and executed by Leo Burnett India.
The new film, that will be launched on digital and social channels, uses chalk animations cleverly interspersed with food and beverages from the menu. A fun, catchy song the film also lends itself to the film. Apart from digital, the campaign will also have touch points on social media, radio, and in-store.
Speaking about the new campaign, Seema Arora Nambiar, Senior Vice President – Strategy, Innovation & Capability, McDonald’s India said, “Since the launch of McCafé in 2013, we have seen tremendous growth and received an overwhelming response from our existing customers. As a brand extension, McCafé offers great handmade coffees and beverages that connect with the consumer need for having more options for their food. It adds a new segment of customers who have a higher affinity for premium coffee or the other specialized beverages that we serve.”
“We now find our customers come for food and stay for the coffee and beverages. The new digital campaign features McCafé as a place where no matter what the mood, occasion or requirement, there is a McCafé product that is made for every occasion, by our highly trained team of baristas,” she added.
Speaking about the new campaign for McCafé, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “McDonald’s has always been a happy, joyful brand, and McCafé is the perfect extension of this intrinsic happiness. People come to McCafé to celebrate everything going on in their lives, over a beverage – highs and lows, love, romance, friendship, reunions. Every item on the McCafe menu means something different to each person and has a story. The execution of the film also weaves this thought in beautifully. To me, this is HumanKind work that makes viewers feel a strong emotion; happiness, in this case.”
Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
Chief Creative Officer, Leo Burnett South Asia: Rajdeepak Das
Chief Strategy Officer, Leo Burnett South Asia: Dheeraj Sinha
Executive Director & Branch Head, Mumbai: Rakesh Hinduja
Executive Vice President & Head of Planning, Mumbai: Ajeeta Bharadwaj
Business Head: Aditi Mahale
Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble
Creative Team: Vinit Sanghvi, Archit Gadiyar, Pratik Khara, Shivani Gairola, Suvankar Bagchi, Shreya Chande
Planning Team: Sushrita Mukherjee, Amrita Varma
Account Management: Abhijit Panicker, Aditya Atre, Sonia Kumar
Producer (Leo Burnett India): Rachaita Vyas
Production House: Ten Films
Producer: Cynara Rebello
Film Director: Raylin Valles