This creative brief outlines a marketing campaign for McDonalds' Mc Cafe product line. The goals are to increase brand awareness of Mc Cafe coffee drinks as an option beyond breakfast and position them as a complement to other McDonald's menu items. The target audiences are current and prospective McDonald's customers, especially those who don't frequent it for breakfast or are unfamiliar with Mc Cafe. The campaign will use TV, mail, email and internet advertising featuring print and video ads showcasing the diverse Mc Cafe products and coupons.

1. MC CAFE CREATIVE BRIEF
February 21, 2009

2. i
Table of Contents
Objective
Goals
Target Audience
Communication Objectives
Key Differentiators
Specifications and Parameters
Tone
Team
Appendices
Pages
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TABLE OF CONTENTS

3. 1
Create a PR/Marketing/Branding campaign for the Mc Cafe product
line at Mc Donald’s. TV, mail, email, and internet will be utilized to
reach our target audiences. A branded line of print and television ad-
vertisements, advertising inserts, and coupons geared towards showing
the diversity of the Mc Cafe product line will be developed to support
this campaign.
OBJECTIVES

4. 2
To create and accelerate brand awareness of Mc Cafe coffee drinks as
an option not only at breakfast but at anytime during the day as a com-
pliment to items already offered on the Mc Donald’s menu. Focus on the
quality, superior taste, diverse range of products, and affordability will
be key focus points for this campaign.
GOALS

5. 3
Our primary audience is prospective and current guests of Mc Donald’s.
We want to raise awareness of the Mc Cafe product line to all Mc Don-
ald’s guests especially guests that may not eat breakfast at Mc Donald’s
or are infrequent visitors. We want to present the Mc Cafe line of coffee
drinks as an option not only at breakfast but for lunch and dinner as well
as a compliment to the food products already offered as part of the Mc
Donald’s menu.
Our secondary audience is potential guests that do not frequent or
infrequently come to Mc Donald’s that are not aware of the Mc Cafe
brand line or that Mc Donald’s even offer gourmet, affordable coffee
drinks. We are targeting potential guests that may choose another fast
food chain, coffee chain, or local coffee shops . We want to appeal
to this audience with our high quality, low cost product line along with
the menu items that will complement these drinks at any time during the
day.
TARGET AUDIENCE

6. 4
Develop a multi-cultural campaign to appeal to all of our key guests. Use
a simple and appealing visual language to communicate the appeal of
the Mc Cafe line at any time of day as a compliment to the Mc Donald’s
menu. The high quality and affordability of Mc Cafe is also a key ele-
ment of communication for this campaign to appeal to the guests that
are looking for an affordable and convenient alternative.
A secondary communication objective is to entice a new demographic
of guest to Mc Donald’s for the Mc Cafe line. Communicating the high
quality, great taste, convenience, and affordability of the Mc Cafe line
will be essential to attracting this audience.
COMMUNICATION OBJECTIVES

7. 5
Mc Donald’s is at the forefront as a global brand over our competition.
Chain and local coffee shops are not able to offer this level of product
at this price point. A majority of our competitors do not offer the quality
or range of menu items that we do and the Mc Cafe line was designed
to compliment our menu from Breakfast to Dinner. Our competitors offer
coffee drinks for breakfast only and do not have the diversity of product
to offer coffee beyond the morning meal.
KEY DIFFERENTIATORS

8. 6
Warm, earthy, coffee colored tones and graphics are recommended.
A font resembling steam and aroma will be designed for the campaign
and to enhance the Mc Cafe brand.
Strong and appealing photographic images of the product line will be
utilized in all aspects of the campaign as well as other Mc Donald’s
menu items to show the appealing relationship between the two.
Mc Donalds logo and “I’m Lovin It” slogan must be present on all print
and advertising materials.
SPECIFICATION & PARAMETERS

9. 7
Warm, inviting, rich, and refined.
TONE

10. 8
Mc Donald’s Corporate Marketing Team
Suzy Martin, MCAD
TEAM

11. 9
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INSPIRATION BOARD

12. 10
2008 FINANCIALS

13. 11
NUMBER OF EMPLOYEES 2008

14. 12
AUDIENCE PROFILE 1
AGE: 34
SEX: Male
MARITAL STATUS: Single
RESIDENCE: Chicago, IL
EDUCATION: Undergraduate Degree, Loyola
MBA, Carlson School of Business
OCCUPATION: Upper Management at large corporation
SALARY RANGE: $65,000 - $90,000
HOME: Owns 2 bedroom condominium in Lincoln Park
LIFESTYLE: Commutes on train into city, owns a car, drives mainly on the weekends.
Goes to the gym 3 - 5 x a week. Participates in team sports and has an active social
life.Infrequently home during the week.
Grocery shops minimally, eats out for a majority of meals at coffe shops, fast food,
and mid-range restaurant. Health concious in choices.

15. 13
AUDIENCE PROFILE 2
AGE: 28
SEX: Female
MARITAL STATUS: Married
CHILDREN: Ages 2, 7, & 9
RESIDENCE: Eagan , MN
EDUCATION: Graduated from Apple Valley High School
AA Degree from North Hennipen Community College
OCCUPATION: Stay at Home Mom
COMMUNITY ACTIVITY: PTA, Soccer and Hockey activities, Neighborhood Asso-
cation, Knitting Club
SALARY RANGE: N/A
HOME: Owns 4 bedroom, 3 bath home, 2 car garage on 1 acre of land.
LIFESTYLE: Is very busy with her children, their activites, and running the household.
Is often in the car from morning to evening. Frequents fast food restaurants
for convenience at various time throughout the day. Cooks at home. Looks for af-
fordability and healthy choices when shopping and dining out.
Practices yoga, participates with other family’s and neighbors.Enjoy’s being at
home with family, watching movies, playing board games.