McCain Deep’n Delicious:
from niche nostalgia to universal relevance.
Deep’n Delicious is a national treasure that fills many Canadian reddit boards with Nostalgia. It’s a cheap cake that can be stored in the freezer. While the brand had relied on Nostalgia and heritage to sell itself for years, it needed a new approach to broaden its appeal to people unfamiliar with it.
We positioned the brand as the only cake available on demand. While we might not have been able to compete with other treats on taste or decadence – we were the only treat you could have any time you wanted, because it’s cheap and stores easily in the freezer.
The biggest enemy of indulgence is waiting. With Deep’n Delicious you don’t have to. The creative idea of listening to your inner toddler was inspired by videos of the marshmallow challenge.
Results
There was a sharp increase in specific recall, where people would not only tell us they saw a Deep’n Delicious ad, but also describe the scenario of a child popping out of an adult’s stomach.
This increased unaided awareness, consideration, and past 6 months purchase all by 10% pts.