MCCAFE PREMIUM COFFEE

To overcome the perception that McDonald's coffee is an inferior product, we drove masses of people to McDonald's Restaurants for a free coffee trial. The fully-integrated communications campaign combined attention-grabbing advertising, a comprehensive media plan, strategic public relations and engaging in-store promotional support.

The McDonald's "Lamp Post" (featured below) won a Gold at the 2010 Marketing Awards in the Out-of-Home Non-Standard Format category.



To get the message out about McDonald's free coffee promotion, a common streetlight was transformed into a giant carafe pouring a cup of coffee.











A transit shelter was transformed into an hourglass filled with coffee beans, with beans removed daily to indicate exactly how much time was left in McDonald's free coffee promotion.

project by: Cossette West