McCafe - Great tasting coffee, simple.

In 2017, McCafe was just a cup of coffee at McDonalds. Something you get with your food.

Coffee had become a lifestyle. Beards, tattoos, one trouser leg rolled up, little caps, whale music, poetry readings, Proust and mung bean lattes. Ordering a coffee had become like choosing from a wine list. Research confirmed McCafe was viewed as a good value decent coffee. McCafe was many peoples little secret. A smart choice. A simple, reliable latte for £1.69.

No one could crack it. So as Creative Directors, myself and Matt Lee had to step in.

We wrote ‘Madness’. The Great tasting coffee, simple platform was born.

A platform that depositioned the whole coffee market. From a humble cup of coffee, McCafe became the witty, sharp, no nonsense antidote to all that coffee nonsense.

McCafe went from No.5 coffee brand in January 2017, to No.3 by the end of the year.

‘Madness’ won Grand Prix, Gold and Silver in every awards show around the world.

ROLE: Writer, Creative Director, Brand Lead

Agency: Leo Burnett London

Director: Tony Barry

McCafe - Flat What?

Year 2 was always going to be tricky. ‘Madness’ had gone down a storm.

Maccas decided to launch the Flat White. We couldn’t believe it. We spent a year depositioning the market and then they come out with a product that is the most popular choice of fancy Coffee culture.

Now what?

I drank flat whites in editing suites, post houses and sounds studios but never knew what the hell it was.

A perfect non nonsense truism to launch the McCafe Flat White. No one knows what the hell it is, but it’s great. 

Year 2 saw the platform propel McCafe to No 2 coffee brand in the UK by the end of 2018.

From No.5 to No.2 in 18 months. Simple.

With an awards embargo by the Publicis Groupe in 2019, ‘Flat What'?’ was never entered into awards shows.

ROLE: Co-Writer, Creative Director, Brand Lead

Agency: Leo Burnett London

Director: Tony Barry

McCafe - ‘Ball pit’

When you enjoy what you’re doing it reflects in your work.

A fun campaign just kept having fun.

A rock solid platform thought

A rock solid tone of voice.

A rock solid following.

You know you are on a winner when social channels are trending ‘Have you seen the latest McCafe advert?’

A joyful campaign for brilliant client.

As Covid hit, knocking other businesses was not the right way to act and the campaign rightly paused. As were any awards entries.

ROLE: Creative Director, Brand Lead

Agency: Leo Burnett London

Director: Tony Barry