McCain crafts a better beer batter chip in newly launched campaign via Cummins&Partners
A dominant player in the frozen chip realm, McCain, has launched an exciting new range of Craft Beer Battered Chips, via a new campaign from Cummins&Partners Melbourne, that challenges the norm of online advertising with an overly long and complex audio clip.
With three flavors to try from the Craft Beer world, there’s a Pale Ale, Session IPA and Golden Ale, which brings long absent modernity, flavour and sophistication to the frozen chip category.
Says Heath Collins, creative director, Cummins&Partners: “I betcha couldn’t craft a better McCain craft beer battered chip ad than a Cummins&Partners McCain craft beer battered chip ad, because Cummins&Partners use a little bit of better craft to best craft them.”
Long gone are the days of frozen chip shame, your foodie mates won’t know what hit them.
Says Sophie Webb, senior brand manager at McCain Foods, Australia & New Zealand: “It’s great to bring to life our McCain Craft Beer Battered Chip range through a new creative campaign that is truly a cut above and appeals to younger audiences.”
This tongue twister of a campaign is rolling out across Australia with an online video campaign, OOH, and radio.
Client: McCain Foods Australia
Marketing Director: Katrina Wilson
Marketing Manager: Karen Ramsay
Senior Brand Manager – Potato: Sophie Webb
Agency: Cummins&Partners
Creative Director: Heath Collins
Senior Copy Writer: Liam Jenkins
Group Account Director: Georgie Bugelly
Senior Account Manager: Juno Forster
Head of Brand Strategy: Michael Hyde
Production: Cummins&Partners
Head of Production/EP: Karley Cameron
Broadcast Producer: Afrim Memed
Director: Jesse Richards
Editor: Nick Weller
Grade: Crayon
Colourist: Abe Wynen
Sound: Bang Bang Studios
Engineer: Sam Hopgood
Producer: Polly McGregor
Media: Carat
24 Comments
Isn’t it great to see an fmcg ad do what it’s meant to do. Sell the product. I better buy a bag.
Clearly written by a Copy Writer.
has been well and truly trod by Ryobi.
The rest of the ad is great.
I’m outta business cards
Great script Liam!
Simple and clear. Nice work everyone involved.
Really well written and performed.
An excellent spot that dramatizes the product benefit in a meaningful, convincing and engaging way. Advertising isn’t that hard after all. Congrats.
Great little product spot. Well done to the client, agency, production company and others who made it happen.
Brilliant, simple, funny
Killer.
Nice to see a traditional ad, it’ll work a shitload better than an activation.
But what is this brand doing to tackle toxic masculinity?
Sorry guys, where is the brand purpose? How does it help societal and environmental causes? People only want chips that ladder up to a greater good. Very disappointed you didn’t take his opportunity seriously and ‘joked’ around with the product. This isn’t the local comedy club, this is shaped pieces of potato goddamit!
Thanks for saying that. I thought it was just me.
Seems to be a few people commenting on their own work here.
Nice one
But good script Liam.
Hey @Potato, you should eat a bag…
Very Cummins.
Great to see McCann have finally turned a corner.
Lazy thinking!
Good job afrim
Good job Liam and Afrin, however I noticed there were a few others credited. Maybe you should congratulate them once you’re done patting your own backs anonymously?