Like tea in England, café con leche is more than just a beverage; it has been woven into the cultural fabric of South Florida. We decided to capitalize on the potential PR opportunity for our long-standing client, McDonald’s, who recently launched their take on café con leche exclusively in Miami-Dade, Broward and Monroe Counties. The above article previewing the product’s launch was the cover story in El Nuevo Herald the weekend before café con leche’s debut.

There was a very small window in the news cycle to execute the campaign, with café con leche arriving Monday and a contentious Miami-Dade County mayoral runoff election happening the following day. Between the pre and post-electoral coverage in our market, we did not want to lose out on the newsworthiness of café con leche’s launch early in that week.

We started the campaign with a series of previews in the market’s top print and broadcast outlets over the weekend of June 24-26. Not only did café con leche make the cover story of El Nuevo Herald, but it was also featured in the Money section of The Miami Herald and in NBC6’s Sunday night TV newscast.

On Monday June 27, we turned our focus to broadcast outlets and other influential food writers from both traditional and non-traditional outlets in South Florida. Once the dust settled on Monday, we were able to secure broadcast coverage on Telemundo, America TeVé and NBC6 again, as well as print coverage in the Miami New Times and the Sun-Sentinel.

To sustain the buzz after the County Mayor’s election on Tuesday, we arranged for product drops of café con leche to the top English and Spanish radio stations throughout the rest of the week, many of whom had their DJs talk about the product on air. Saludos!