How McCafé At Home Worked With Puerto Rican Artist Lunay

McCafé At Home teamed up with Puerto Rican reggaeton artist Lunay on a campaign that shows how brands are increasingly looking to reach Hispanic and Latinx consumers through social media.

Coffee is a major part of Latinx culture. So, McDonald’s at-home coffee brand McCafé At Home worked with Lunay for the second year on a social media campaign to promote a sweepstakes tied to Hispanic Heritage Month. A sweepstakes gave away a trip, tickets to his performance in Miami, and meeting him backstage for a coffee.

Since launching in August, the campaign received more than 250 million impressions. A post announcing the sweepstakes accumulated 2.8 million video plays and reached 1.4 million accounts, according to McCafé At Home.

“With coffee not only a huge part of his life but relevant to his creative process in the studio making music, it only seemed fit to collaborate in anticipation of his next album release,” said Christine van den Broeck, senior director of McCafe At Home at Keurig Dr Pepper.

ADWEEK spoke with Lunay about his music and how he works with brands.

This conversation has been edited for clarity and brevity.

ADWEEK: What made you want to pursue a music career?

Lunay: Since I was little, music has been a big part of my life. Growing up in Puerto Rico, you’re surrounded by rhythm, by beats, by flow. It was something I always felt, but it wasn’t until I started freestyling and dropping songs I realized that this could be more.

The love I got from the people pushed me to take it seriously. Music became my way of expressing everything I was going through, and once I saw the connection it made with fans, I knew this is what I was meant to do.

Who were some artists that inspired you growing up?

Definitely Daddy Yankee, Don Omar, and Wisin y Yandel. They were the ones who really set the foundation for what reggaetón is today. But I also looked up to people like Arcángel and De La Ghetto, who brought unique swag and energy. They showed me that you could mix melodies with bars and make something that hits hard but still connects with the public.

Where do you get inspiration from for your music?

I get inspired by everything around me—life, experiences, the people I meet, and the energy of my fans. I think living in Puerto Rico keeps me connected to my roots, and that always plays a big role in the sounds I create. Sometimes it’s a vibe I feel in a moment or something personal I’m going through. Music is like a therapy to me. I also love mixing it up, combining the old-school reggaetón with new sounds and influences to keep it fresh.

How important is social media to you? Do you have a favorite platform?

It’s the way I connect with my fans directly and stay in touch with what’s happening. It lets me share my world with them. In return, I get so much love. I’d say Instagram is my favorite because I get to share pictures and moments from my day-to-day life.

How do you celebrate your culture daily?

My culture is who I am. Puerto Rican pride is something that lives in me, and I carry it everywhere. Whether I’m on stage or just chilling with my people, I’m always reppin’ where I come from. Every beat, every lyric has a little bit of my heritage in it.

How do you decide to work with brands?

I look for brands that align with my lifestyle and who I am, both on and off stage. If the brand feels authentic and lets me be myself, then it’s something I’m interested in. It’s important that the partnership is real and not just about putting a name on something. I want to work with brands that respect my creativity and let me have a say in the process.

How did the partnership with McCafé at Home come about?

This is the second year of my partnership with McCafé at Home. I’ve always been a big coffee fan and I feel like McCafé at Home fits my lifestyle and keeps me on my game.

What have you most enjoyed about working with McCafé at Home ?

It’s the energy they bring. They’re all about making things feel real and authentic, and that’s how I try to live. Plus, working with them has given me unique opportunities, like the VIP Soundcheck Experience, where I get to connect with my fans in a more personal way. It’s great to work with a brand that values my identity and focuses on creating moments that really resonate with my fans.

Why did you enjoy the VIP Soundcheck Experience?

The best part was seeing the fans up close and feeling their energy before the show even started. During the VIP Soundcheck Experience, I was asking fans what songs they wanted to hear, and that made them an integral part of how the show turned out. It wasn’t just me performing for them—it was like we were shaping the experience together. Being able to connect on that personal level and let them help decide the vibe of the performance made the whole moment even more special, giving my fans experiences they’ll never forget.

What advice do you have for brands looking to work with more Latino artists and creators?

I’d say be authentic. Latino culture isn’t just a trend, it’s something real and deeply rooted. When you work with Latino artists, it’s important to understand that you’re connecting with something bigger than just music or a campaign. It’s about respecting the culture and being mindful of how you approach it. Don’t just focus on numbers of what’s popular, focus on the genuine connection. If the partnership feels true and meaningful, that’s what will resonate with people.