To celebrate its 20th anniversary in Hong Kong, McCafé has launched a new product line and is collaborating with singers Juno Mak and Kay Tse to promote it.
Tapping into the thriving premium tea market, McCafé has rolled out a new cheese series with six flavours. Namely; four seasons tea, mango, berries, long black, salted caramel latte and soy milk matcha. All topped off with a signature cheese cap – a foam mixture of milk, cream cheese and salt.
The new series of products is being pushed with a three-minute music video and a 30-second thematic TVC, in what is Mak’s TVC directorial debut.
“In directing and crafting this film, I was given the freedom to create and develop my ideas in the way I wanted. This is not an opportunity you usually get from brands,” said Mak.
“To me, the campaign is a symbol for hope. I love coffee and I see it very similar to love. We have moments of sweetness and bitterness. What’s great about coffee is that it evokes all these different emotions and senses all at the same time,” he added.
Mak published a post on his official Facebook account yesterday (15 May) to kick off the campaign, which has amassed more than 600 reactions by time of writing.
Other than the music video and the thematic TVC, McCafé will also avail various digital channels and OOH to promote the new series, including the front cover of a local newspaper today.
Another final shift is that all existing McCafé beverages can now be ordered from McDonald’s Hong Kong delivery menu.
“There is a lot of passion and emotion conveyed through simplicity in every collaboration between Mak and Tse, and that’s how we wanted to celebrate this 20th anniversary. McCafé has always been about bringing delicious beverages in the most simple way”, said Randy Lai, CEO of McDonald’s Hong Kong.