McDonald’s launches new coffee campaign

McDonald’s has launched a new campaign to promote its quality coffee range, as it bids to take on its coffee shop rivals on the high street.

The campaign, created by Leo Burnett, introduces McDonald’s new coffee sub-brand called Full Bean and tells people that McDonald’s now serves espresso.

The TV ad shows coffee lovers from different walks of life enjoying their coffee moments in McDonald’s.

It is supported by radio, press and outdoor to drive people off the streets and into McDonald’s with the lines “Small, dark and handsome” for espresso and “Full of beans” to introduce the sub-brand.

McDonald’s UK chief marketing officer Jill McDonald was recently promoted to UK chief executive and president for the fast-food chain’s Northern Europe division. She replaced Steve Easterbrook who has moved to the newly created position of vice president and global chief brand officer.

The newly created position encompasses marketing, menu innovation, consumer insight and “other global brand assets”. In the UK, Alistair Macrow now has taken over the reins from McDonald as vice president of McDonald’s UK marketing.

McDonald’s chief marketing officer Mary Dillon left the company to become chief executive of US telecoms firm United States Cellular.

McDonald’s recent Favourites ad by Leo Burnett recently won a best in travel & leisure award at Pitch’s Blades Awards ceremony, supported by Marketing Week.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

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