The Block drives significant uplift in sponsorship awareness and brand consideration for McCafé
McCafé enables real ‘on-the-go’ Aussies to take a timeout. When you have your coffee, it’s a moment to yourself. McCafé wanted consumers to understand that when the needs of our modern day lives arise, McCafé is part of the moment of calm before you get on with your day.
McCafé wanted to enable contestants to take a moment out from their hectic routine to re-group and refuel. The Block, Australia’s longest running reality TV program and ratings powerhouse, amplified McCafé's message that their product enabled Blockheads to be energised whilst on on-the-go.
McCafé leveraged The Block to humanise the brand in a fun way, with a personalised coffee board, in-store moments, Drive Thru’s McDeliveries for Blockheads and much more.
Over the course of The Block, McCafé content integrations were consistently above average, with clear branding and messaging delivering brand impact. As a result of the sponsorship, viewers were significantly more likely to purchase McCafé as well as other McDonald’s services.
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Source: Gemba brand health study 2020.