Promotional feature

How good chat helped McDonald's sell ten million extra coffees - video

McDonald's worked with OMD to create McCafé Moments - real people talking about real life over their favourite McCafé drink...

Having recently launched into the coffee market, McDonalds wanted to promote their coffee credentials. A simple cultural truth led them to their marketing approach: "Let’s go for a coffee" actually means "Let’s go for a chat". McCafé Moments were born.

OMD and MacDonald’s partnered with Channel 4 to create contextually relevant ads in key programmes. For example, during ‘First Dates’, Hayley talked to her sister Jenny about her dating dramas. Each spot was an authentic timely conversation served up in real time. The campaign extended to All 4 where viewers could choose the ‘Moments’ they wanted to see via Ad Elect. To encourage viewers to try a McCafé there and then, OMD used geo-targeting to show them a personalised link to their nearest McDonald’s.

As a result, sales grew year on year, equating to ten million additional cups of coffee sold. They also changed people’s perceptions: ‘McDonald’s seems more like a high street coffee house’ is up 40% and likelihood to purchase from the McCafé range is up 20%.

Appearing in the brand film

- Michelle Graham-Clare, Marketing Manager, McDonald’s
- Vicky Fox, Head of XMP, OMD
- Niall Murdoch, Founder, The Outfit
- Nick Scott, Group Partnerships Manager, Channel 4

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free