
McCafé + Better Dreams
Capturing the experience of Atlantic Canadians indulging in McCafé’s specialty coffee drink menu.
Services: Graphic design and art direction for video
Product: Digital advertising campaign for TV and web
Client
McDonald’s Canada is one of the world’s leading foodservice retailers. From coast to coast, they serve delicious choices to more than 2.5 million people in over 1,400 locations every day.
mcdonalds.com →
Team
Agency: Cossette
Maude Drouin-Halou
Sarah Densmore
Andrew Mumford
Brad Dykema
Mike Masters
Kristen Dionne
Charles Wahl
Guy Godfree
Alter Ego
Noah Witenoff
Greg Dubeau

Discovering how McCafé integrates into Atlantic Canadian culture
McCafé (→) is a full line extension of McDonald’s with its own carefully crafted brand identity. The brand is rooted in the idea of premium roast coffee and authentic specialty coffee drinks paired with quality foods, and married with the value and convenience of McDonald’s. Following a National brand repositioning campaign, McCafé needed to build on its existing product offerings and reinforce its share in the premium coffee market. Our challenge was to find a way to link the national McCafé brand to the unique tastes of the Atlantic Canadian market.

Exploring art direction for McCafé’s new brand positioning
“A New Way to Café” is about giving permission to leave regular routines behind and try something different with McCafé. It’s a new way to savour authentic specialty and premium roast coffee, take a break with a perfectly paired baked fresh pastry, and experience a true café experience.
Research showed that Atlantic Canadians overwhelmingly prefer sweet, rich, and flavoured, dessert type coffees. Not only do they prefer sweet specialty coffees, but they savour their coffee and view it as a ‘treat’. We travelled throughout Atlantic Canada and offered free McCafé specialty coffees to real Atlantic Canadians and captured their experiences.





