Despite the fact that McCafé serves high-quality coffee, most Germans don’t have McDonald’s at the top of their head when it comes to getting their morning dose. McDonald’s asked us to increase the awareness for their coffee range and to generate cravings by making McCafé stand out creatively.

Almost everyone craves a freshly brewed coffee in the morning. We stimulated these cravings by revealing billboards that not only presented a flat image of coffee, but delivering a multisensory experience of a steaming cup of coffee.

According to a 2020 SurveyValue study, McCafé is not amongst the five most beloved coffee shops in Germany. The brand is not on the agenda of Germans when they think of high quality coffee. We were in need of an attention-grabbing creative execution that dominantly communicates the appetite appeal of McCafé coffee products in a premium manner and look.

By installing fog machines behind a billboard made of slightly pervious material we made the two cups of coffee that are being shown on the billboard look freshly brewed and steaming hot. Doing so, the already delicious-looking McCafé coffee became even more appealing.

The innovative billboard not just spread awareness for McCafé on the streets of Ber-lin but also on social and business networks. Marketing and industry professionals from around the globe praised our billboard as “the next level of print advertising”.

The Breakfast Campaign led to our best internal marketing reporting since 2017.

Despite corona-restrictions, only -1% in visit shares compared to 2019