Mc Donald’s Mc Café Campaign: Is it Advertising to Hispanic Audiences?

It’s an overall $100 million campaign, but what is McDonald’s doing to drive Hispanics to its restaurants so they can taste its new McCafe?

For branding purposes and to drive traffic to its website, McDonalds has bought online advertising mostly from online ad networks representing Hispanic websites, industry insiders tell Portada. In addition, it is placing in portals, including terra.com, where also plays a background song about McCafe is played (audio). Hispanics tend to be coffee and espresso experts, so the creative of these campaigns tends to play in that direction


Changes at OMD Latino

While OMD Latino in New York did not want to disclose details of the campaign, which has a substantial TV component, Portada has known that Richard Diaz, until recently Group Director of Planning at OMD Latino in New York left OMD Latino two weeks ago, where he planned Hispanic media for accounts including McDonald’s Leida Reyes, Associate Media Director, is now the main person planning for the McDonald’s account.

OMD uses Minneapolis based placement firm Novus Print Media, which is owned by OMD, for its print media buys.

McCafe also lends itself well to text messaging campaigns, where the advertiser sends mobile coupons to subscribers. Mobile coupon redemption rates can be as high as 40%. Several Hispanic media properties are pitching mobile advertising programs to McDonalds.


McCafe Campaign Data

Campaign Volume

$100 million

Vehicles

Starting May 4, TV, print, radio, outdoor, internet, events, PR

Expected revenues of McCafe sales

$1 billion ($75,000 per restaurant)

McDonalds total 2008 Advertising

$820


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.