MCDONALD'S PROMOTES CAFE ROAST
By Adnews Staff
Toronto-based McDonald's Restaurants of Canada introduced a new Arabica coffee blend at its approximately 1,300 Canadian restaurants on Friday. The blend, called Café Roast, replaces the chain's existing coffee blend. The coffee was chosen by customers in blind tastes tests. Its introduction is being promoted with a marketing campaign consisting of 15- and 30-second versions of a television commercial. The ad presents humourous depictions of people's morning rituals. Radio and print advertising, direct mail, targeted coffee card distribution, new packaging and public relations are also being used. Advertising for McDonald's is done by Cossette Communication-Marketing. Public relations are handled by Weber Shandwick Worldwide.