“Tasting is believing.” A massive guerrilla sampling campaign to reach coffee drinkers and draw consumers to trial our new products.

One of the key mechanics was that we turned key bus shelters at prime districts in Hong Kong into vending machines to distribute special McDonald’s coffee cups to passersby, which could be taken to any McDonald’s to fill with McCafe Roast Coffee for free. The cup being much larger than a usual coupon provided a very tangible reminder to redeem the offer!

- Our campaign generated 60% awareness of McDonald's premium coffee offering.- Over 1m cups of McCafe Roast Coffee were given away in a country where 2.2m consumers regularly purchase coffee.- Close to $3m HKD PR coverage was generated.

- Most importantly our campaign delivered solid business results; a 16% share of sale increase at breakfast.