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    MC Cafe Creative Brief: February 21, 2009

    Uploaded by

    Tariq Khan
    The document provides a creative brief for a marketing campaign for McDonalds' Mc Cafe product line. The objectives are to create brand awareness of Mc Cafe coffee drinks throughout the day and showcase the quality, taste, range of products and affordability. The goals are to target current and potential McDonald's customers, especially those who don't visit for breakfast. Key aspects of the campaign include appealing visuals, highlighting the quality and value. Print, TV, email and internet ads will feature the coffee drinks and complementary menu items.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    MC Cafe Creative Brief: February 21, 2009

    Uploaded by

    Tariq Khan
    49 views15 pages
    The document provides a creative brief for a marketing campaign for McDonalds' Mc Cafe product line. The objectives are to create brand awareness of Mc Cafe coffee drinks throughout the day and showcase the quality, taste, range of products and affordability. The goals are to target current and potential McDonald's customers, especially those who don't visit for breakfast. Key aspects of the campaign include appealing visuals, highlighting the quality and value. Print, TV, email and internet ads will feature the coffee drinks and complementary menu items.

    Original Description:

    MC CAFE

    Original Title

    McCafeBrief-090223172659-phpapp02

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    The document provides a creative brief for a marketing campaign for McDonalds' Mc Cafe product line. The objectives are to create brand awareness of Mc Cafe coffee drinks throughout the day and showcase the quality, taste, range of products and affordability. The goals are to target current and potential McDonald's customers, especially those who don't visit for breakfast. Key aspects of the campaign include appealing visuals, highlighting the quality and value. Print, TV, email and internet ads will feature the coffee drinks and complementary menu items.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    49 views15 pages

    MC Cafe Creative Brief: February 21, 2009

    Uploaded by

    Tariq Khan
    The document provides a creative brief for a marketing campaign for McDonalds' Mc Cafe product line. The objectives are to create brand awareness of Mc Cafe coffee drinks throughout the day and showcase the quality, taste, range of products and affordability. The goals are to target current and potential McDonald's customers, especially those who don't visit for breakfast. Key aspects of the campaign include appealing visuals, highlighting the quality and value. Print, TV, email and internet ads will feature the coffee drinks and complementary menu items.

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    MC CAFE CREATIVE BRIEF

    February 21, 2009


    TABLE OF CONTENTS

    Table of Contents Pages

    Objective 1

    Goals 2

    Target Audience 3

    Communication Objectives 4

    Key Differentiators 5

    Specifications and Parameters 6

    Tone 7

    Team 8

    Appendices 9-13

    i
    OBJECTIVES

    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.

    1
    GOALS

    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.

    2
    TARGET AUDIENCE

    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.

    3
    COMMUNICATION OBJECTIVES

    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.

    4
    KEY DIFFERENTIATORS

    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.

    5
    SPECIFICATION & PARAMETERS

    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.

    6
    TONE

    Warm, inviting, rich, and refined.

    7
    TEAM

    Mc Donald’s Corporate Marketing Team


    Suzy Martin, MCAD

    8
    INSPIRATION BOARD

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    NOPQRSTUWXYZ NOPQRSTUWXYZ
    123456789
    123456789
    BlairMdlTC TT Medium Lucinda Handwriting Sans

    9
    2008 FINANCIALS

    10
    NUMBER OF EMPLOYEES 2008

    11
    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.

    12
    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.

    13

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