The Challenge
Danes love coffee and have the third largest coffee consumption per capita in the world. At the same time, we have the highest price per cup of barista coffee in the world. This means a lot of Danes won’t pay for barista coffee and settle for cheaper low-quality coffee. McCafé made barista coffee accessible to Danes at a lower price and is a convenient to-go solution, which more and more Danes prefer. However, only 19% of Danes associated McDonald's with "Great for Coffee" and the perception was that McDonald's sold low-quality coffee.
The Idea
We launched "McCafé - barista coffee at a fair price”. Using tactical and direct channels we started priming people by telling them about the low price and added “barista” as the quality stamp.
Next we introduced a brand platform, where we told Danes that they don’t need to settle for low quality automatic machine-made coffee, when they can get a barista to make it for them. Using humour, we were able to not only poke fun at the alternatives, but also allowed us to introduce McCafé as the convenient well-tasting alternative.
The Results
The campaign succeeded in changing the Danes' attitude, and after the launch:
33% rated McDonald’s as a place "Great for Coffee".
52% of Danes are aware that McDonald's serves barista coffee (+22%points) and helped awareness of McCafé reached 69% (+18%point increase).
39% of Danes consider buying coffee from McDonald's (+14%-point increase) – something that was also demonstrated in sales, which gained a significant boost and exceeded the targets by +13%.
Finally, the McCafé Hero film was voted by KANTAR to be among the three most effective and creative commercials of the year.