McCain Chips launched its new TV advertising campaign on 15th September, running in primetime evening and weekend slots for 6 weeks.
The new TV commercial is focusing on building a deeper emotional connection with consumers and aiming to show that nobody understands British families quite like McCain.
This new McCain advert features heart-warming and amusing examples of proud family moments and concludes with framed pictures of McCain products proudly hanging on the wall, just like family photos at home. The advert ends with the line “If it matters to families it matters to us”.
The campaign also extended with new a new consumer website www.mccainitsallgood.co.uk. The website is designed to evoke emotional connection through the use of innovative creative and personalized content, which is personalized depending on where users sit within the eCRM cycle.
The online experience takes users on an interactive journey to destinations through woodland walks. Users can play games at the Fair, learn how to make their own bird feeder at the Farm, or visit the Kitchen, which is filled with useful content such as local event information, downloadable money-off coupons and video recipes, featuring Loose Women’s Andrea McLean.
According Mark Hodge, a Head of Brand, – “The new campaign, along with the website reaches out to families, our core consumer, and we expect it to drive long term brand loyalty, and add value to the frozen potato category.”
Advertising Agency: Beattie McGuinness Bungay
Creative director: Matt Gooden
Executive creative director: Trevor Beattie
Copywriter: Julia Martens
Art director: Julia Martens
Planner: Steve Hopkins
TV producers: Gemma Fergie and Anna Murray
Media agency: PHD
Media planner: Simon Harwood
Director: Peter Riski
Director of photography: Mark Stubbs
Production company: Rattling Stick
Editor: Antti Kulmala
Post-production: The Mill
Audio post-production: Wave