McCain is challenging conventions of British family teatimes with a heavyweight £8 million marketing campaign. Launching on 6th April ‘Real Teatimes with McCain’ has been designed with the sole objective to reframe teatime and champion the good stuff that happens in the nation’s homes.
With the functional nature of teatime often meaning precious family moments are overlooked, research by McCain has revealed that teatime is actually when the best family moments take place – jokes are told, new things are learnt, bonds are strengthened.
In a bold new approach to create standout and help mums reappraise the occasion McCain enlisted ten real families from across the UK to appear in the campaign. Unscripted, McCain captured the families in their own homes having tea to truly reflect the realness around the occasion. From kids roller-skating around the kitchen, to dogs sat at the table, to dinner on the sofa and the oldest sibling stealing the last chip, the fly-on-the-wall concept brings to life the real everyday joys at teatime in all of their wonderful forms that are often overlooked when times are busy.
Mark Hodge, Marketing Director, McCain, said: “McCain has been a family favourite for 50 years; not only do we know a few things about potatoes, but we also know a lot about family teatimes. We have listened to mums and we know that teatime has become a functional occasion; it’s busy, over in a flash and often goes by unappreciated. In reality, teatime is where much of the good stuff happens and the joy of teatime can be found at every table up and down the country.
“Our aim is to create excitement around teatime amongst new and existing shoppers. We are keen to help families across the UK appreciate the occasion, enjoy the good stuff and relish the simple joy of connecting over food as well as offering quality, value and convenience from our product portfolio.”
The brand new through-the-line campaign is the first piece of creative work for McCain by newly appointed adam&eveDDB and will run for eight weeks. The campaign also features outdoor, PR, radio, in-store, VOD and social media activity in a bid to drive volume and value growth in the frozen food sector. The TV spot was created in partnership with director Neil Gorringe (Channel 4, Skins) and Moxie Pictures.
The above-the-line will be supported by a strategic PR campaign designed to elevate and amplify the real teatime occasion. A big impact competition mechanic will give consumers a once in a lifetime chance to win tea with their favourite celebrity.