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Happy Days for BMB & McCain


New strategy & brand position launched with spot directed by Joyrider’s Reuben Sutherland

Happy Days for BMB & McCain

Yesterday saw the first burst of the new Happy Days campaign created by Beattie McGuinness Bungay LLP for McCain Foods demonstrating a new strategy and brand position.

The Happy Days idea relishes everyday happiness, encapsulating the joy that McCain produce evokes (be it: Wedges, Chips or Roasts).  A new brand world for McCain where everything is slightly brighter than life; delivered with a tone and a look that is joyful, epic, populist and celebratory.


The campaign broke yesterday with 30” and 40” TV commercials which demonstrate the feeling of joyful anticipation in “Chips for Tea”. The work will be supported by a succession of print executions within which each hero, a different potato product, with headlines that express the excitement and anticipation of that product and this burst will run until w/c 14th October. As well as Cinema, Press, Outdoor and VoD support.



Project:    Happy Days
Client name & job title:    Mark Hodge – Head of Brand
Brief:    To Celebrate the joy that McCain products evoke!
Creative Agency:    Beattie McGuinness Bungay LLP
Creative Directors:    Jay Pond-Jones & Pat Burns
Exec Creative Director:    Trevor Beattie
Copywriter: Print    Tim Hearn, Nathalie Turton & Lorelei Mathias and Martin Headon & Olly Wood
Art Director: TV & Print    Jay Pond-Jones
Copywriter: TV    Pat Burns, Nathalie Turton & Lorelei Mathias
Agency Planner:    Andrew Wright
Media Agency:    PHD
Media Planner:    Rebecca Clay
Production Company:    Joyrider
Director:    Reuben Sutherland
Photographer:    Sue Atkinson
Production Co. Producer:    Spencer Friend
Post-production Company:    The Mill
Audio Post-production:    750 mph

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Genres: Tabletop

Categories: Convenience, Food

BMB Agency, Tue, 03 Sep 2013 09:11:09 GMT