McCafe coffee has often faced criticism from Australian coffee connoisseurs, but it is determined to alter its reputation. The truth is that McCafe coffee offers a consistently reliable and high-quality blend that is available 24 hours a day, and most importantly, throughout Australia.

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To shift the perspective of everyday Australians, we devised a second iteration of the McCafe Quality Campaign that aimed to showcase undeniable proof of our coffee's excellence through a series of proof points. By featuring different Australian locations and diverse regions in our visuals, we conveyed the message that McCafe coffee is accessible and enjoyed by coffee lovers across the entire country.

The platform "Coffee Fit For An Aussie," employed a playful tone to subtly convey to our Australian counterparts that our coffee can indeed hold its own against the renowned coffee culture of the country. This comprehensive campaign was executed through various channels, including out-of-home advertisements, paid media, and social media.

 

Art Direction / Graphic Design