McCain Fries: product education that’s as entertaining as the brand campaigns.
McCain Foods has recently invested a lot of money into regenerative agriculture – which is a new method of farming that dramatically decreases the carbon footprint of food manufacturing.
Great for the world, but incredibly complicated and slightly boring (even on a portfolio website like this let alone a 15 second pre-roll).
So we asked people who work on regen farms how they describe their job to their friends. Their answer ended up being the creative brief: “We make sure the world will never run out of fries.” We lose 12 million hectares of land every year because of the way we farm food. If we don’t change, the future of fries is at stake.
The creative idea was inspired by images of the Loess Plateau, included on the brief.
Make it stand out
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Results
This campaign was one of the brand’s top performers globally according to IPSOS’ pre-testing (of all ads, not just sustainability ones). It was also run in the U.S. market.
I don’t have brand tracking results back yet to see if it differentiated the brand…but it must have, right?