NEW YORK, USA – Keurig Dr Pepper Inc. is celebrating McCafé At Home’s second year of partnership with Ronald McDonald House Charities (RMHC) to support families with children who are sick. Executed by creative agency Havas New York, this year’s “More Than Just A Cup” campaign features slackliner and World Record Holder, Alexander Schultz, as he enjoys the world’s most extraordinary cup of coffee at record-breaking altitude.
The campaign displays Schultz on a one-inch slackline thousands of feet above the ground–not to show the world how courageous he is, but to help bring awareness of the resilient families staying at RMHC.
“McCafé At Home and RMHC have an inspiring mission that we at Havas New York are proud to be a part of for another year,” said Dan Lucey, Chief Creative Officer of Havas New York. “When you drink McCafé at Home, you’re helping RMHC families feel at home, even when they can’t be. To promote the partnership, we looked for inspiring ways to demonstrate how something as seemingly small as enjoying your morning coffee can actually have a big impact on somebody else’s life.”
A key theme identified early on in the campaign was the immense courage of RMHC families. These families face tough challenges while their children are undergoing medical treatment, so, to draw attention to the cause, Havas New York reached out to a person who knows a thing or two about being fearless–professional slackliner Alexander Schulz. As one of the world’s most extreme athletes, Schulz took and drank a truly extraordinary cup of McCafé At Home Premium Roast coffee, mid-air at over 7,316 feet, and in a 65-foot-long line between two hot air balloons over the Pyrenees Mountains in the Province of Lleida, Catalonia.
“As someone who is always eager to help others, this partnership with McCafé At Home felt like a great fit,” said Alexander Schulz, Professional Slackliner. “In this campaign, I wanted to encourage families from RMHC to continue to be strong and show my support for the Charity. As the first attempt of its kind, this was an extremely intense and very challenging walk–definitely one of the boldest, if not the boldest walks I’ve ever done.”
To further its support, Keurig Dr Pepper is on track to donate over $430,000 to the Charity in 2023 and will supply select RMHC Chapters in the U.S. with McCafé At Home K-Cup® pods.
“Havas New York has beautifully brought to life the meaning of the partnership between McCafé At Home and RMHC,” said Christine van den Broeck, Senior Director, Brand and Product Management at Keurig Dr Pepper. “McCafé At Home is ‘More Than Just a Cup’, and we hope to further our commitment with RMHC Chapters across the country to create a comforting and supportive ‘Home Away from Home’ for families experiencing difficult times.”
The agency will roll out a fully integrated creative campaign that includes social and digital throughout the month of March. The ads will also redirect viewers to an immersive web experience on www.mccafeathome.com where they can learn more about the partnership and view the longform content for “Most Extraordinary Cup” on Schultz’s world record. Additional spots from the campaign include “More Than Just a Cup” and “Home Away from Home.”