2009 SILVER

RESTAURANTS

UNSNOBBY COFFEE

MCDONALD'S OF WESTERN WASHINGTON, MCDONALD'S

Kelly Hoyman, Mktg. Dir.

DDB WEST

John Livengood, Exec. Creative Dir.
Eric Gutierrez, Sr. VP-Creative Dir.
Matt Griffin, Acct. Dir.
Mishy Cass, Assoc. Creative Dir.
Scott Stripling, Sr. Copywriter
Troy Brock, Art Dir.
Matt Gilmore, Sr. Copywriter
Shaun Stripling, Strategy Dir.-Consumer

OMD

Katie Bergerud, Strategy Dir.-Media

Launching McDonald's premium coffee in Seattle, Starbucks' hometown, where The Buck outflanks McDonald's 4-to-1 in retail locations and there's an indie cafe on every corner, was no easy task. The strategy: Tap into unpretentiousness, a core value of Washingtonians, to create a backlash against coffee elitism. The campaign included a 12-foot-tall coffee confessional housing "our Dr. Phil" of the espresso world conducting anonymous "Unsnobby" interventions, which got Seattle buying McCafe, over-delivering trial goal by 173%.