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'McCaf? for everything' digital campaign launched

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MUMBAI: McDonald?s India has rolled out a thematic, digital-led campaign ?There?s A McCaf? For That?. Whatever the feeling might be, or whatever may the reason to go out and have a beverage, there?s always McCaf? for it. 

Need a break from shopping? Meeting a long lost friend? Celebrating a good exam result? Dealing with a break up? Sympathising with a friend who has broken up? Want to blow the first-ever paycheck? There?s a McCaf? for that, and more.

The new film, that will be launched on digital and social channels, uses chalk animations cleverly interspersed with food and beverages from the McCaf? menu. A fun, catchy song the film also lends itself to the film. Apart from digital, the campaign will also have touchpoints on social media, radio and in-store.

Present in over 121 locations, McCaf? has been delivering a unique experience to coffee connoisseurs with coffee made from cent per cent Arabica beans. The brand extension offers an assortment of over 30 beverages ranging from handmade specialty coffees and iced coffees to smoothies, iced splash beverages and share shakes. Catering to everyone alike, McCaf? stays true to brand McDonald?s core value: of celebrating life?s moments over great food and beverages, however big or small. The new campaign has been conceptualized and executed by Leo Burnett India.

McDonald?s India SVP - strategy, innovation & capability Seema Arora Nambiar  said, ?Since the launch of McCaf? in 2013, we have seen tremendous growth and received an overwhelming response from our existing customers. As a brand extension, McCaf? offers great handmade coffees and beverages that connect with the consumer need for having more options with their food. It adds a new segment of customers who have higher affinity for premium coffee or the other specialized beverages that we serve.?

Leo Burnett South Asia chief creative officer Rajdeepak Das said, ?McDonald?s has always been a happy, joyful brand, and McCaf? is the perfect extension of this intrinsic happiness. People come to McCaf? to celebrate everything going on in their lives, over a beverage ? highs and lows, love, romance, friendship, reunions. Every item on the McCafe menu means something different to each person, and has a story. The execution of the film also weaves this thought in beautifully. To me, this is HumanKind work that makes viewers feel a strong emotion; happiness, in this case.?

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