The campaign will feature an initial 8-week period that makes use of TV and outdoor advertising, as well as press activity. Following that, activity will be centred on the brand’s Ready Baked Jackets and Smiles products, running in conjunction with ongoing Film4 sponsorship promoting McCain Wedges for sharing.
What makes this marketing drive unique, is that up to 500 Tesco and Asda stores are set to install scented displays that infuse the air throughout the frozen food aisles – activated when the customer passes by.
As reported by Brand Republic, McCain’s head of brand, Mark Hodge said that the scented units are a “first for the frozen aisle” and will create “added excitement around frozen food, drive footfall and encourage more consumers.”
Having already redesigned its image to reflect a company focused on potato products – as opposed to just french fries – the next 12 months will focus on four key areas of growth for McCain – Easier Family Meals, Conversion from Homemade Potato, Nutritious Kids Meals and Sharing at Home.