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, 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


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



Portada Staff

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