McCafé embraces Aussie coffee critics in new brand platform

McCafé has unveiled its new campaign, playing on the idea of Aussies being laid back about every aspect of life except for coffee.

The new ‘Coffee fit for an Aussie’ brand platform launches this week, created by DDB Sydney and complete with a new McCafé coffee blend.

“The thing about Aussies… everyone’s a coffee critic,” the hero TVC begins.

The campaign features some of the most common aspects of Australian relationships with coffee; from Babyccinos to a triple-shot, two-quarter almond latte with honey.

McCafe is shown to be a key player in delivering coffee to high Australian standards, as part of everyday routines.

McDonald’s Australia marketing manager, Tim Kenward, said: “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.”

DDB Australia chief creative officer, Ben Welsh, said: “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 will roll out across television, out-of-home, radio, digital and social, with new products to 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: DDB Sydney
PR: Mango
Media: OMD
Production: Good Oil Films
Post-production: The Editors


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