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McDonald's, Chicagoland and Northwest Indiana
Coffee Customization

RAN IN: United States

CLIENT
McDonald's Corporation

AGENCY
Leo Burnett USA *Lead Agency

John Condon, CCO
Mark Tutssel, Deputy CCO
John Montgomery, EVP/ECD
John Hansa, SVP/CD
Tony Katalinic, CD
Bridget McHugh, Producer
Camille Beaufils, Account Executive
Vanessa Carr, Assistant Account Executive
David Brot, VP/AD
Greg Jones, AD
Jennifer Kalseim, Account Executive


Lapiz

Maru Bernal, AD
Gloria Dusenberry, Copywriter


OMD


Arc Worldwide


SUMMARY

McDonald's launched its new coffee nationally in March. Stores serving Hispanics in Chicago knew this was a tough sell locally. Recently Starbucks and Dunkin' Donuts doubled their outlets. Coffee is also very important to Hispanics, a growing segment in Chicago. Our objective was to increase Chicago Hispanic coffee units and sustain them after the launch period. Our tailored creative highlighted our local initiative of adding cream and sugar. Coffee units to Chicago Hispanics are 19% higher than national comparable stores and the competition has taken notice and tried to counter.

CASE STUDY

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CASE VIDEO


Language: English, Spanish