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.

McCain crafts a better beer batter chip in newly launched campaign via Cummins&Partners

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