Insight & Challenge
Consumer Insight:
Happiness is an unalienable right in the US Constitution, yet Americans’ happiness is on the decline.
Happiness is an unalienable right in the US Constitution, yet Americans’ happiness is on the decline.
Brand Insight:
McDonald’s has always stood for feel-good moments. Through McCafé, it has the power to offer a small but meaningful dose of joy.
McDonald’s has always stood for feel-good moments. Through McCafé, it has the power to offer a small but meaningful dose of joy.
Campaign Idea:
McCafé set out to flip the script on sour moods and sad scrolls by delivering the happiest content ever—right where people needed it most: their social feeds.
Creative Execution
McCafé hijacked social media with uplifting visuals designed to spark joy—using science-backed cues like round shapes, bright colors, and floating objects (like balloons). Each piece followed platform best practices: product-forward and branded in the first 0.5 seconds to maximize recognition and recall.
Results
The campaign drove major impact:
- Over 50% of incremental sales came from new or lapsed households, compared to 17% the prior year.
- The campaign helped build long-term brand growth and drove incremental trial for McCafé.
Why It Worked
The campaign combined emotional insight with creative optimism. By blending feel-good brand DNA with social-first execution and behavioral science, McCafé met people in their bitterest moments—and gave them a reason to smile (and sip).
The campaign combined emotional insight with creative optimism. By blending feel-good brand DNA with social-first execution and behavioral science, McCafé met people in their bitterest moments—and gave them a reason to smile (and sip).
