Kraft Heinz Co. is rolling out a campaign for McCafe coffee, this time focusing on the balanced taste of the coffee and balancing in everyday life.
A new :30 spot shows a mom getting through a day including some not so perfect pigtails for her daughter, participating in a video chat for work and serving as a napkin.
McDonald's USA and Kraft teamed up for the retail launch of McCafe packaged coffee back in December 2014. A 2015 campaign from DDB Chicago focused on how McCafe coffee is made with Arabica beans and introducing it to retail stores. Leo Burnett came onto the account in August, Kraft Heinz said.
Now, the messaging focuses on the balanced taste of the coffee. Research done by Kraft Heinz and McDonald's showed some consumers find certain coffees on the market "too dark or even burnt tasting" while others taste "watered down," said Xan
The "World's Best Mom" campaign shows mothers at home with mugs of McCafe coffee. The product skews more toward women, particularly the "McCafe loyalists" who order it at McDonald's restaurants, Mr. Lewis said.
The TV push begins Monday on shows such as "Good Morning America" and "The Today Show." The campaign also includes print, digital and social efforts such as Facebook, Pinterest and some blogger outreach.
Leo Burnett is the creative agency on the campaign, with OMD handling media buying.
There are eight flavors of roast and ground bagged coffee in the market, and six flavors of K-Cups for pod coffee makers, with Premium Roast being the top seller. A seasonal pumpkin spice flavor "did really, really well," Mr. Lewis said.