Oh My Veg! McCain Brings Something Hot to The Freezer Aisle

Campaign developed by Cummins&Partners, Melbourne

McCain is reinvigorating frozen veggies with its new Oh My Veg! range. A new campaign from Cummins&Partners is asking people to reconsider a trip to the coldest part of the supermarket with the promise of something deliciously different.

Says Heath Collins, creative director, Cummins&Partners: “Oh My Veg! is to frozen veg what Antonio Banderas is to Rowan Atkinson. While both perform their roles admirably, one is clearly much sexier, and far more enticing. We wanted to give the hottest thing in the freezer the cheeky campaign it deserved.”

Until now, a grab and heat option from the freezer was considered a compromise on taste, but McCain Oh My Veg! delivers eleven saucy veggie varieties, with unexpected combinations like Asian Greens with Garlic Miso and Baby Green Beans glazed with Szechuan Pepper.

Says Karen Ramsay, marketing manager, McCain Foods, Australia & New Zealand: “We’re proud of the product. We think it’s a real game changer for the frozen vegetable category. The campaign Cummins&Partners has created cements the view that it’s time to rethink our expectations of frozen vegetables. And it’s really funny!”

This steamy new campaign is rolling out across Australia and New Zealand with an online video campaign, out-of-home and digital display.

CREDITS