The campaign for the launch of McCain’s Ready Baked Jackets won a Silver Award at the prestigious 2014 IPA Effectiveness Awards, which were held at the Hilton on Park Lane on Monday 27th October.
The accolade follows a series of awards for the campaign, which also won a Silver Cannes Media Lion Award and a Silver Media Week Award, whilst also being highly commended for a Campaign Media Award in 2012.
As part of the launch, McCain, PHD Media and JCDecaux UK created giant, 3D jacket potatoes at bus shelters. In a media first, the bus shelters dispensed promotional vouchers, which encouraged consumers to trial the product. The jackets were also warm to the touch and dispensed a freshly baked jacket potato scent.
Rebecca Clay, Media Director at PHD Media, said: “As the industry-regulated awards, the IPA Effectiveness Awards are certainly very rigorous so we are delighted that this campaign has received a Silver. McCain’s campaign is one that really stands out - the Outdoor specials are still famous today. They made people feel like they knew what Ready Baked Jackets looked, smelled and tasted like, whilst the voucher encouraged trial of the product.”
Spencer Berwin, Managing Director – Sales at JCDecaux UK, said: “McCain’s launch campaign for Ready Baked Jackets has received industry-wide recognition once again by this year’s IPA Effectiveness Awards. The campaign has already marked a hugely exciting step for Outdoor with the first ever voucher dispenser and still sets a precedent today, demonstrating how brands can effectively prompt purchase and interact with consumers on the street.”