• Transform magazine
  • November 29, 2023


A cup of Leo


From selling products to selling experiences; the days of exposé supersizing are long behind global fast food giant, McDonald's. Instead, new pastures are green with new endeavours, and as McDonald's opens a new store every 14.5 hours, the name now brings with it digital drive-thru's, McCafés and sustainability.

Since its inception in the early 1990s, McDonald's coffee outlet, McCafé, has continuously expanded worldwide. In 2012, McDonald's announced that it would be making its McCafé products available in every store in the UK, while also making its coffee brand available to purchase from supermarkets in the U.S. two years later.

For the coffee industry on the whole, sustainability has long been the road less travelled. With high environmental criteria, it has proven to be one of the most challenging products to keep sustainable. Yet with organizations such as Kenco, Costa Coffee, and Lavazza all committing to sustainable product strategy, sustainability is now synonymous with responsibility. McCafé are no strangers to the party, having provided Rainforest Alliance certified products since 2008.

Now in full swing, McCafé has collaborated with agency Leo Burnett London (LBL) to produce a new print campaign promoting sustainable farming for its coffee products. The new visual comes after a number of collaborative projects with McDonald's and LBL, including campaigns for London's 2012 Olympics and various TV spots in the UK. 

With the help of renowned Italian body paint artist, Guido Daniele, the new print work promotes freshly sourced Arabica coffee beans from Central and South American Rainforest Alliance Certified farms. Daniele's depiction of a Toucan painted on a hand with a McCafé coffee in its beak is placed against a black background.

Out now, the artwork reflects McDonald's continuous green-conscious progression in the global food industry.