A dominant player in the frozen chip realm, McCain, has launched an exciting new range of Craft Beer Battered Chips, via a new campaign from Cummins&Partners Melbourne, that challenges the norm of online advertising with an overly long and complex audio clip.

With three flavors to try from the Craft Beer world, there’s a Pale Ale, Session IPA and Golden Ale, which brings long absent modernity, flavour and sophistication to the frozen chip category.

Says Heath Collins, creative director, Cummins&Partners: “I betcha couldn’t craft a better McCain craft beer battered chip ad than a Cummins&Partners McCain craft beer battered chip ad, because Cummins&Partners use a little bit of better craft to best craft them.”

Says Sophie Webb, senior brand manager at McCain Foods, Australia & New Zealand: “It’s great to bring to life our McCain Craft Beer Battered Chip range through a new creative campaign that is truly a cut above and appeals to younger audiences.”

This tongue twister of a campaign is rolling out across Australia with an online video campaign, OOH, and radio.