As McCain Foods Australia embarks on an interesting journey, Dig has been awarded the McCain Foodservice campaign to launch McCain SureCrisp fries in Australia.
In Australia, McCain Foods is a significant player within the frozen food category; sourcing raw material from over 120 local growers, employing over 1150 people and operating 2 manufacturing facilities in ANZ. McCain Foodservice has carved out a strong reputation for the quality of their fries, which were first sold in Australia in 1971.
Today, as takeaway and home delivery grow, fewer consumers have been ordering fries to avoid the soggy fry dilemma with 82 percent of consumers experiencing lackluster, cold fries upon delivery1.
Staggeringly more than half of Australians surveyed say they don’t expect the fries to be hot and crispy by the time they arrive1 . It’s surely time for a better solution.
McCain SureCrisp fries have been developed specifically to address the problem of soggy chips in these sectors – by featuring a special plant-based coating that stays crisp for up to 30 minutes*. With the perfect balance of taste, texture and superior crunch, McCain SureCrisp delivers on consumer expectations while also giving venues the confidence to consistently deliver deliciously hot, crispy fries across on- premise, takeaway and delivery.
Says Meg Wise, marketing manager, potato- Foodservice ANZ: “This launch is the first of its kind by McCain Foodservice and complex, in that not only are we communicating B2B, but we wanted the campaign to integrate into our customer’s stores, online and via ordering apps (B2B2C), and to build awareness and demand directly with consumers who are ordering takeaway and home delivery (B2C). Dig showed their strategic and creative capability to manage this complex mix with a campaign that is fresh and engaging for the Foodservice channel.”
Says Peter Cerny, chief creative officer at Dig: “There is no doubt soggy fries suck. But when you have good fries, everyone wants some. In fact, McCain SureCrisp fries are so good they draw a crowd. Hats off to Courtney and the crew at Eight who did an awesome job to capture the right level of sass with Kelis’s timeless classic ‘Milkshake’. Yeah, McCain SureCrisp fries are better than yours.”
The campaign will launch nationally across catch up TV, digital, radio, social, and in-store.
This latest win continues the momentum for Dig, after recently being awarded the RACV creative business.
Client: McCain Food Service
Marketing Manager: Meg Wise
Senior Brand Manager: Pooja Matharoo
Assistant Brand Manager: Jane Taas
Creative Agency: Dig
COO: Matt Keen
CCO: Peter Cerny
ECD: David Joubert
Creative Director: Tim Bishop
Creative Director: Kate Churcher
Lead Designer: Alfrence Mak
Finished Art: Xavier Magnan
Video editor: Nick Ng
Executive Planning Director: Lucielle Vardy
Group Account Director: Amanda Isidro
Senior Account Director: Niamh Costello
Senior Account Manager: Tara Calder
Production Company: Eight
Director: Courtney Brookes
Producer: Jessicca Belgiovane
Sound: Squeak E. Clean Studios
Media: Cummins & Partners
1 Technomic Global Takeaway & Delivery Report, 2018
*Based on a delivery time of 30 minutes from preparation, under simulated conditions. Subject to compliance with McCain’s cooking instructions. Product quality may be affected by different delivery conditions such as packaging, delivery protocol, travel times and climate. Compared to McCain 10mm Fast Fry. XX May 2022
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