In collaboration with the agency Scholz & Friends, Christian Lohfink created the current McCafé campaign for McDonald’s Germany. Nadine Gottwald was the Creative Director, and Natasha van Velsen handled the styling.
Drinks as an expression of personal identity – that's the premise of McDonald's Germany's new marketing campaign, "The new McCafé Drinks: For your individual lifestyle moment." The campaign features a vibrant color palette (lots of pink, yellow, and neon colors) combined with a modernized McCafé logo and playful typography.
And instead of relying solely on traditional posters, the campaign heavily utilizes TikTok and Instagram. For example, at launch, elaborate PR boxes in the form of giant McCafé cups were sent to influencers to generate the viral "unboxing" and taste-testing videos so popular with young people.
The rollout was accompanied by aggressive trial coupons in the MyMcDonald's app (e.g., promotional prices like €3.49 at launch) to lure customers directly into the restaurants.
Photographer Christian Lohfink is represented by the Hamburg-based agency UPFRONT.
