To drive awareness and trial of the McCafé seasonal offerings among Hispanic consumers, and to position McDonald’s as a brand that delivers feel-good holiday moments, we leveraged both the holiday season and Latinos’ passion for music. We launched the McCafé seasonal offering by developing a campaign titled “Sabor a Canela” (Cinnamon-Flavored) in partnership with singer and songwriter Jencarlos Canela. Jencarlos composed a jingle that highlighted his tie to the offerings’ hero ingredient, cinnamon, and the product’s features and flavors to drive awareness and trial.
Tactics included desk-side appointments and coffee drops at top Hispanic national and local lifestyle outlets in New York and Miami, where the partner celebrity performed the jingle and encouraged trial of the product.
Results included 74 earned placements and posts, and more than 51MM potential impressions across top Hispanic outlets including People en Español, ¡HOLA! USA and iHeart’s Tu 94.9 FM.