McCain cheering for chips

McCain Foods is launching a £3.5m multimedia advertising campaign to encourage consumers to celebrate the feel good sensation of eating chips, and to purchase McCain Home Chips, the nation’s favourite chip, more often.
The campaign leads with a TV advert showcasing the loving care and attention that goes into making McCain chips a firm family favourite. The advert ends with the line ‘Mmmm if you’re having chips tonight’, encouraging consumers to anticipate the pleasure of an evening meal with chips.
At the heart of the campaign is an innovative national outdoor campaign, featuring 21 separate executions, which launches on 1 October. Each ad is tailored to its specific location and designed to celebrate the anticipation of eating chips in a light-hearted way and encourage consumer engagement.
Consumers passing near Dudley Zoo will be asked to ‘Roar, if you’re having chips tonight’, while other ads encourage office workers to ‘leave at 5 if you’re having chips tonight’ and shoppers to ‘swing their bags’ in celebration.
Specially created bus shelters, appearing in London, York, Glasgow, Manchester and Nottingham, will also invite consumers to ‘high-five’ a giant hand in return for a money-off coupon for McCain Home Chips. The specials were planned and booked with JCDecaux by PHD and Posterscope with creative by BMB.
A micro-site www.mccain.co.uk/chipstonight/ will invite consumers to share the ‘joy of having chips’ through famous celebratory video clips hosted on the site. Money off coupons are also available to download. Consumers are also invited to share their chip night celebrations on Facebook and Twitter.
Mark Hodge, McCain Foods Head of Brand, said: “It’s an exciting, major campaign for McCain and the first time that we will engage with our consumers in this way on such a great scale. The campaign successfully captures the unique feel-good feeling generated when chips are on the menu, and reminds consumers why they love them so much.
“Research among consumers continually shows a strong emotional connection with eating chips, and by activating this we will drive an increase in consumption and sales.