Cole Caufield, Claude Legault and McPlayer: a winning Trio for McDonald’s and Cossette

11/22/2023

Work

by Cossette

McDonald’s and Cossette celebrate the taste of maple in the latest chapter of the McPlayer campaign

McDonald’s Canada just announced the return of the popular McPlayer platform, this time to promote the Maple BBQ & Bacon Quarter Pounder, now available for a limited time. In addition to featuring Habs fan-favourite Cole Caufield for a third year in a row, the campaign also stars Quebec’s darling of comedy, Claude Legault.

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Using an unexpected approach, Cossette pays homage to the creative platform of Producteurs et productrices acéricoles du Québec, with Claude Legault astounded to be starring alongside Cole Caufield in a McDonald’s spot.

Season after season, the McPlayer campaign has allowed us to build ties with both hockey fans and McDonald’s fans across Quebec.

Suzanne Grondin, Regional Marketing Director at McDonald’s Canada

This year, we’re especially proud to bring two beloved local celebrities together around a maple-themed Quarter Pounder, which promises to be a real crowd-pleaser.

Melissa Hains, Marketing Director at McDonald’s Canada

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McDonald’s fans are always eager for the launch of a new McPlayer campaign—it’s been creating a buzz for over a decade now! This time, to celebrate the taste of maple, we’re paying tribute to one of the most memorable campaigns in Quebec in recent years and featuring an unlikely meeting between Cole and Claude. It’s a pairing that no one was anticipating, but everyone will love.

Cédric Audet, Creative Director at Cossette

The ads will be rolled out on TV, radio, billboards, and digital platforms through December 31st.

Credits

CLIENT: McDonald’s Canada

Melissa Hains, Suzanne Grondin, Noémie Duchesne, Andréanne Gilbert, Annie Woang

AGENCY: Cossette

PRODUCT: Laurence Veillette, Natalie Azoulay EXECUTIVE CREATIVE DIRECTORS: Anne-Claude Chénier, Alexandre Gadoua CREATIVE DIRECTOR: Cédric Audet CREATIVE: Marc-André Vigneault, Christian Jomphe, Steve Pépin, Cédric Audet, Mathieu Bouillon, Lionel Michée CREATIVE CONTENT: Simon Provencher-Girard, Eva Martinez CONTENT STRATEGY: Cleo Tellier, Antoine Cormier AGENCY PRODUCTION: Septième – Vicki Gagnon, Julie Beaudouin PRODUCTION: Nova Films – Charles Gaudreau DIRECTOR: François Lallier POST-PRODUCTION: Post-Moderne, Arketype SOUND: Circonflex SPECIAL THANKS TO: Rethink, Quebec Maple Syrup Producers (PPAQ)