McCain Fries: addressing the problem parents actually want solved at the dinner table.
Do you know what parents want more than anything else at the dinner table? To be people pleasers. Seriously. Quantifiably more than nutrition, value, orconvenience, they just want something their family will excitedly dig into rather than pick at half-heartedly.
Do you know what food everyone loves? Fries. 99.2% of people in a recent American survey admitted to loving or liking fries. Can you think of one thing that only 0.8% of the world disagrees on?
To highlight just how agreeable fries are in the most dramatic way possible, we made a machine that dispenses fries every time it detects disagreement at the dinner table.
There may be dozens of things your family will disagree on. Fries will not be one of them.
Results
In coordination with some additional advertising in-market, this work reversed a 2 year 7% decline in market share over 4 months. The campaign had the same recall as a campaign run the previous year with one eighth the media investment.