McCafé launches ‘Coffee fit for an Aussie’ in new brand platform via DDB Sydney
Australia’s obsession with quality coffee is the inspiration behind the new McCafé brand platform, ‘Coffee fit for an Aussie’, which launched this week via DDB Sydney, alongside a new McCafé coffee blend.
The integrated campaign embraces the reality that Aussies are laid-back and easy-going, except when it comes to our coffee.
Babyccinos and triple-shot, two-quarter almond lattes with honey are part of our everyday routines, and the platform’s first TVC showcases the role McCafé plays in delivering to those high coffee standards.
Says Tim Kenward, marketing manager, McDonald’s Australia: “Australia has a unique relationship with coffee compared to the rest of the world. We are proud of our complex coffee orders and expect a high standard of flavour and quality from every cup.
“McCafé understands the importance of coffee to Aussies, which is why we offer the highest quality blend, roasted in Melbourne and made by expert baristas in our restaurants.
“We are pleased to celebrate Australia’s passion for coffee through this new brand campaign.”
Says Ben Welsh, chief creative officer, DDB Australia: “I have no idea how Australians became such coffee aficionados, but we did. This campaign, and the new brand platform, celebrates that discernment – something we can all be proud of.”
The campaign also includes out-of-home, radio, digital and social roll outs, and new products will be announced in the coming months.
Client: McDonald’s Australia
Chief Marketing Officer: Chris Brown
National Marketing Manager: An Le/Tim Kenward
Brand Manager: Amanda Milios
Assistant Brand Manager: Tim Bothwell
Creative Agency: DDB
Chief Creative Officer: Ben Welsh
Chief Strategy Officer: Fran Clayton
Executive Creative Director: Matt Chandler
Creative Director: Dan Saunders/Jack Nunn
Senior Creatives: Owen Bryson, Anna Paine, Michael Dawson
Junior Social Creatives: Madelene McGuinness, Ryan Greves
Head of Integrated Content: Renata Barbosa
Senior Producer: Niki Bentley
Planning Partner: Joseph Smeaton
Managing Director: Priya Patel
Manager Partner: Lisa Hauptmann
Group Business Director: Astrid Noble
Business Director: Jordan Rahmani
Business Manager: Harriet Murray
Head of Social: Alex Watts
Social Strategy Director: Sophie Doyle
PR: Mango
Media: OMD
Production Company: Good Oil
Director: Adam Gunser
Executive Producer/Partner: Juliet Bishop
Producer: Catherine Warner
DOP: Sam Chiplin
Production Designer: Aaron Crothers
Post-production: The Editors
Post Producer: Liv Reddy
Editor: Mark Burnett
Grade: Olivier Fontenay
Online: Stu Cadzow
Sound Post and Music Composition: Sonar Music
23 Comments
Why do we make so many self-referential campaigns in this country?
So tired of seeing ‘Hey Australia isn’t it about time’ and ‘We Aussies are different’.
It’s a lazy trope. We Aussies deserve better.
Couldn’t agree more. Have definitely seen worse ‘OZ’ ads buts it such a lazy strategy.
Thank god the coffee at Macca’s is better than this film.
The guy talking is a full on kiwi!!! Whaaat
Nice to see a coffee spot that isn’t so up itself
Great insight. Lovely tone. Full of truths. Agree that it’s heavy on the Aussie but that’s kind of the idea.
The voiceover feels like a guide read, edit feels odd… too slow, or music too fast? Bit of a mess.
Some beautiful shots in there. A bit different for Maccas Australia. Keep going.
But where is the creative?
Actually didn’t mind this at all
Don’t really get why you’d remind everyone that they’re better than drinking the horrid stuff from maccas
I like it! Nice work JS.
Couldn’t agree more with your more general point.
But in this case, it’s a very true insight about Australian people’s high coffee standards.
I would have thought a strategy that focused on leveraging the physical availability of Maccas coffee would sell more though.
This is a good lil spot! KEEP CALM – switch to decaf mofos! …AND CARRY ON with your budget direct edms and banners x
The manifesto work that’s so prevalent in the US is now showing up here. It’s an easy go to, easy to sell and doesn’t offend anyone. Not saying this is bad work, just not the kind of work that I’d want to be making.
Disappointed the ad makes you think it’s filmed in Melbourne.. clearly I knew and read it’s Sydney … you
Roasted in Melbourne. #eyeroll
Voiceover is not even Australian, feint kiwi accent. Is this taking the Mick?
Seems like a ripoff from the Australian Tourism Ad. Actually hire Hamish Blake next time. #eyeroll
I’m just a fun loving coffee guy. Come to coffee Club. I like macdonold
Is the beardy guy looking at the beach Hamish Blake or a very close lookalike?
the new coffee is disgusting, i have always loved maccas coffee, but no more sadly
Does anyone know that we grow exceptional coffee in Australia. Why are we excited over foreign sources….