PROBLEM: Young folks do NOT drink McDonald’s coffee.

And TBH, it was gross.

Young folks have grown up in a Starbuck’s world where coffee is not only expertly crafted, but a status symbol. McDonald’s stale, reheated, cheap drip coffee simply could not offer what some other major competitors had brewing.
So McDonald’s stared over, from scratch. They started sourcing their beans from new, fair-trade farmers. They hired and trained expert coffee roasters to ensure these new beans were at peak deliciousness.
Then, they trained the entire staff nationwide on a new coffee process. Keep the drip fresh.

But to launch this “new” coffee campaign, we simply couldn’t use “traditional” channels. Young folks are too savvy and too digital for just television, radio and outdoor.
So we aimed at their hearts and minds with many collaborations. Fashion designers, pop ups, musicians, anything and everything where young folks might be lurking.
Pretty rare when an advertising agency gets to enter this space but its a beautiful new world.