WE’RE JUST WARMING UP
For decades McCain was a staple of Australian freezers and advertising. But the brand had become as stale as an old potato. They challenged us to modernise the brand. We knew there was more to McCain than just potatoes and peas, so we tapped into the real truths behind the simple act of sharing a meal with friends and family. We ditched the rustic farm for the homes of modern Australians, giving the brand a more contemporary face and tone. The results exceeded expectations, with higher sales and years of continuous growth. With old products bolstered and new ones successfully launched, McCain cemented its place as Australia’s go-to frozen food.
McCain: Brand Relaunch - Films
Nothing Special
Have you ever noticed how when you ask someone what they did last night they'll say“nothing special”, when in fact they were spending time with the people they love most? Well we did, and we built a campaign around this insight. We wanted to remind people that it’s often the simplest meals, the unplanned moments, and the occasions we refer to as “nothing special”, that are actually the best. And that simple food, like a bowl of chips from the freezer is perfect for those moments. We recruited comedian Becky Lucas to front the campaign and it took off, with huge salses across the entire McCain range.
Better Beer Batter
A classic tongue twister to promote McCain’s new Craft Beer Batter Chips. You couldn’t craft a better craft beer batter chip commercial.
The Main Event
The chips are usually our favourite part of the meal, but they still don’t get the credit they deserve. We decided it was time to give them top billing and take them from a side to the main event.
