McCafé: Great coffee. Simple.

Quick-service F&B brand McCafe harnessed the power of simplicity to find its place in a complex category in the overly saturated UAE market.

Campaign details

Brand: McCaféBrand owner: McDonald'sLead agency: FP7 McCann DubaiContributing agencies: UM Dubai, Studio M Dubai, Starcom DubaiMarket: United Arab EmiratesIndustries: Restaurants & takeawaysMedia channels: Newspapers, Online display, Outdoor, out-of-home, Programmatic display, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

F&B brand McCafé, a new entrant to a complex category, used the power of simplicity to find its place in the overly saturated UAE market.

In the UAE, the on-trade coffee category is a playground where global brands and local cafés compete...

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