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McCain ‘Happy Days’ Social & Digital Initiative

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CMW project sees chip fans rewarded

McCain ‘Happy Days’ Social & Digital Initiative

McCain is encouraging people to express their love for chips and rewarding fans through  interactive digital and social media activity as part of its  new ‘Happy Days’ campaign.

 

The new campaign launches with a new TV advert for chips focused on the joy and excitement of having chips for tea.  The campaign will also run across other channels including, outdoor, press, radio, cinema, PR, experiential, shopper channels and digital.

 

The digital campaign launches on Friday 5th September, has been created and delivered by CMW, and centres upon the characters in the Chips for Tea TV ad who inhabit a cheerful, fantastical world which is full of the joy of having chips for tea.

 

The activity includes a competition on Facebook where people can win an exact replica of the jumper worn by the male central character in the ‘Chips for Tea’ TV ad, which is emblazoned with the word ‘chips’. Winners are then encouraged to take pictures of themselves wearing the jumper and post them on Facebook.

 

The campaign also includes interactive digital display and banner ads as part of a 3-month heavyweight content partnership with Yahoo, and a content partnership with Glam, with an MSN homepage takeover to really drive awareness with the core target audience of mums. 

 

Beattie McGuinness Bungay created the above-the-line elements of the campaign.

 

Mark Hodge, Head of Brand, McCain said: “Happy Days is the biggest campaign we’ve ever undertaken.  Digital communications are an important part of the overall integrated campaign to ensure we reach and really engage with our core target audience of mums, who we know spend a lot of time online and on social networks throughout the entire day.  We are extremely excited about the new campaign and the digital activity will ensure the brand is unmissable, and that we reach our audience at every touchpoint.

 

Liz Wilson, chief executive, CMW said: “We’ve created a robust and solid digital strategy that over time has proven to build advocacy and trial. Seeing Happy Days come to life through digital, where customers can engage with the brand further and feel closer to McCain is exciting for us, McCain and the agency partners. We look forward tapping into the nation’s love of chips.”

 

Credits


Creative Director     Iain Hunter
Art Director     Dean Turner and George Leaney
Copywriter     Dan Plotkin and Jon Workman
Business Lead     Adrian Nicholls
Agency Producer     Duncan Sandison

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Genres: Tabletop

Categories: Food, Convenience

lbbonline.com, Thu, 05 Sep 2013 14:44:00 GMT