Forging a feel-good grassroots program

Opportunity

After recently relaunching the McCafé® brand, McDonald’s wanted to reconnect with customers in a purposeful way, as well as boost their coffee credibility and quality perception while inspiring an emotional connection with the brand.

Approach

tms capitalized on the launch of the Good is Brewing campaign to create a feel-good, grassroots program that connected customers in an authentic way.

younger man pushing an older man in a wheel chair

Outcome

tms developed a breakthrough social and digital engagement that inspired customers to nominate friends, family, and neighbors they saw doing good for a chance to win McCafé® for life.