Peach
Hobby home page
liahome
Soundlounge
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

McCain's Latest Campaign Celebrates The Changing Dynamic of Aussie Families

Creative 431 Add to collection

DDB Melbourne's ad features real people instead of actors to better reflect modern Australia

McCain's Latest Campaign Celebrates The Changing Dynamic of Aussie Families

McCain Foods ANZ has released a new campaign via DDB Melbourne.

‘We are Family’ is the first masterbrand campaign for McCain in Australia highlighting the brand’s ethos while retaining the 'Ah McCain, you’ve done it again' tagline. It signals an exciting evolution for McCain with the brand moving from product-based marketing to emotional brand-building.


To better reflect modern Australia, the ad features real people, not actors, including a single mum who is making her way on her own, two dads who’ve adopted siblings from their home countries and a family of five with a stay-at-home mum.

Says Karen Marshall, marketing manager, McCain: “McCain has long supported families coming together, no matter what the budget or time restrictions, with products that make it easy to create a great tasting meal that the whole family will love.

“With the majority of Australians agreeing that brands need to do better to represent modern families in advertising, McCain is proud to reflect the changing dynamics of families in Australia.”

Says Anthony Moss, ECD, DDB Melbourne: “It’s an honour to play our part in creating the first masterbrand campaign in Australia, for a brand as iconic as McCain. While the meaning of family evolves, so too does the imagery used to portray a family need to evolve in our advertising. It’s a credit to McCain to have a desire to reflect these societal changes and we look forward to continuing McCain’s journey into emotional storytelling.”

The campaign localises a successful campaign of the same name that aired in the UK, created by London-based DDB sister agency, Adam&Eve.

It will run from 7 July across all major TV, cinema, social and online.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Production Company

Director: Celeste Geer

Production Company: Revolver/Will O’Rourke

Creative Agency

Business Director: Katie Franklin

Client Service Director: Jess Hughes

Creative Agency: DDB Melbourne

Executive Creative Director: Anthony Moss

Senior Art Director: Rebecca Morriss

Senior Producer: Mel Herbert

Genres: People

Categories: Food, Frozen Food

DDB Melbourne, Wed, 10 Jul 2019 01:51:34 GMT