McCain Partnerships
Through in-store activity McCain were keen to inspire shoppers with various lunchtime meal solutions featuring their Jackets product in partnership with other FMCG brands, so that McCain could be promoted outside the frozen aisle.
The headline 'A Tasty Couple' was suggested, to highlight a potential team-up involving McCain and Dairy Crest (Cathedral City). Both clients liked the line, so the challenge then was to creatively marry the two brand identities whilst continuing to drive the lunch usage occasions for each partner brand. The finished creative was featured in The Grocer and more iterations of the concept were developed, with McCain teaming-up with Branston Baked Beans and Princes Tuna. Mood boards and compositional scamps were created to provide layout & prop suggestions for the photographers, the photo shoots were art directed and the in-store and magazine creative was all overseen.
These brand partnerships were a perfect opportunity to ensure McCain's brand got noticed out of category and the creative work went on to be a Masters of Marketing Awards finalist.
All the campaigns were successful, with McCain using them internally as best
practice for shopper.
