McCain Foods Australia launches new ‘Nothing Special’ campaign via Cummins&Partners
McCain Foods is celebrating something special, with the launch of its “Nothing Special” campaign from creative and media at Cummins&Partners.
The launch marks an exciting new horizon for the McCain brand in Australia and NZ, as it shifts away from its strong product focus to deliver a deeper, more engaging brand connection with its consumers.
The campaign centres around McCain as real, down to earth food you eat with your hands, and explores the special little moments in our lives that this food often accompanies. We often discount these moments as ‘nothing special’, but when you stop and think about it, pizza night with the kids, or a bowl of chips on the couch with a loved one is actually very special and worth being celebrated.
Says Karen Ramsay, ANZ head of communications and insights, McCain: “McCain is a brand that has never taken itself too seriously. We stand for great food that’s comforting, brings people together and is relaxed and messy – in a fun way! So we’re tapping into our roots in a very sarcastic, laconic, ‘telling it like it is’ style, synonymous with Aussie and Kiwi culture to build that deeper connection with our existing and potential consumers.”
Says Heath Collins, creative director, Cummins&Partners: “This is an exciting time for us as a brand, as we continue to engage with a new generation of Aussies and Kiwis. It was imperative that we deliver our message of warmth and togetherness with a big wink and a cheeky grin, so we were over the moon when the perfect people in Becky Lucas and director Jonathan Brough agreed to deliver it for us.”
The campaign will appear across all broadcast, digital and social platforms, and features internationally renowned comedian Becky Lucas. And in a first for McCain, the brand has entered into a national partnership with Fox Footy.
Says Meredith Ansoul, head of media, Cummins&Partners: “This partnership with Foxtels’ & Kayo’s NRL & AFL channels is a match made for footy lovers across the nation. What better way to settle in on the couch on a Thursday and Friday night than by turning on Fox Footy and warming up your oven with McCain. The team at Foxtel have been exceptional in terms of McCains’ involvement. Bespoke coverage within the Pre Game Warm Ups, through segments and in-program commentator involvement has truly been special as Becky Lucas would say.”
The campaign is running nationally across Australia and NZ.
Client: McCain Foods Australia
Managing Director: Craig Mason
VP of Marketing, Sales and Strategy: Katrina Wilson
Head of Insights and Communications (ANZ): Karen Ramsay
Creative:Media Agency: Cummins&Partners
Creative Director: Heath Collins
Associate Creative Director: Liam Jenkins
Group Account Director: Georgie Bugelly
Account Director: Marnie Dunn
Account Manager: Kat Hallahan
Head of Strategy: Jeff Malone
Producer: Steven Tortosa
Head of Media: Meredith Ansoul
Production: Filmgraphics
Director: Jonathan Brough
Producer: Anna Fawcett
Editor: Michael Houlahan
Colourist: Russell Masters
Sound: Bang Bang Studios
28 Comments
…but also incredibly similar to the Bundaberg Rum work she’s doing at the same time. They played during the same ad break recently. Was very weird.
I just saw the bundy ad and then found your comment – I thought it must have been a push for getting people together.. just weird
Good strategy.
Nice work Leo Burnett!
Nicely done Filmgraphics and Cummins & Partners.
https://www.youtube.com/watch?v=oVYsHLQin_g
The ‘nothing much’ campaign is great.
…when this runs consistently in the same ad breaks as the other Becky Lucas spot for “raise the bar” where she’s essentially walking around making the same deadpan jokes to camera…
Ridiculously boring advert. Surely if we have to be subjected to this rubbish it can be done so much better. Am obviously not a fan of this rubbish
totally agree. possibly the laziest ad I have ever seen.
Awful ad, the last line cheapens it even more.. Sound insight, poorly executed. Plus…Becky Lucas is way overused in ads at the moment.
I just wrote that the main actress thanking an actress for playing her grand mother made me really hate this ad. Message, if there was one, was totally lost with that last comment. Perhaps if there had been an older person on the ad campaign, that mistake would have been identified.
this ad is the worst I have ever seen for a food company! it would never encourage me to buy Mc Cain.. infact since seeing the ad I would NOT buy McCain.. Best to do ads with great looking McCain food ….that will encourage people to buy their products.. this stupid ad gives the impression McCain food is just not good! Bad ad agency if this is all they can come up with…
The nothing special ad and presenter are exactly that
Absolutely NOTHING special
Stop annoying everyone by showing it
Puerile,banal rubbish
Hope you’re not a copywriter…
It’s terrible, annoying and badly acted. Hopefully it’ll be removed soon
Your food is horrible should be illegal to sell crap like yours add is the worst ever seen never buy this frozen cardboard
Please, No No No you are seriously not running this ad nauseam again in 2023 on Fox Footy! There is no ‘connection’ you are literally crucifying us with this crappie uber-irritating McCain Bane of our existence! I beg you to literally let this ad die for us.
Are you all really that bereft of creative ideas! I’m paying $30 p/w for Kayo & have to keep my finger poised on mute yet again!
I actually flick the channel when this ad comes on, it’s just so annoying, typical rubbish the overpaid creative agencies come up with in Oz.
That is not a good add , the old McCain s add with the old ute mixing the veggies was way better
Extremely annoying sarcastic millenial
It always makes me chuckle how hyper-critical we ad folk are about our peers work. Reading these comments is a bit sad arse. I kinda like the work. Nice insight, inoffensive and kinda cute for what is a pretty dull category typically. Def better than the average FMCG ad
You need to try understand the negative postings. The ad is annoying. People don’t like it. It does not work. It is not “cute” nor does it have a successful insight into the consumption of this brand’s product. Please pay attention to negative views. It is obviously an ad that is not successful. Listen to criticism .
This “nothing special” ad drives me crazy. I turn off volume it’s so boringly unbearable. Stupid story, poorly acted, get it off!!!
What ever happened to “Ah McCain you’ve done it again”?
A sample of 10 Family and Friends have voted the current “Nothing Special” creative 0 out of 10
Closing shot gives the impression that McCain sells cushions!!
Running a poor TVC does not make it better!!
This ad is simply one of the worst repetitive stupid advertisements I’ve ever seen …. and the tag line” actress playing my man” is ludicrous!!
Way toooooo many ads of the same message as well and I still don’t remember the product!! I mute it every time it’s on. Waste of advertising $$
Please remove this dreadful ad. So sick of it! Disincentive to purchase McCain products.
Long after its launch I made an effort to sit and watch this TV commercial in its entirety just to see what it was actually advertising. McCain product was revealed only at the very end ! TV advertising gives you the advantage of visual and sound aimed at vast audiences, but the McCain advertisers just used the very end of a boring message to show the product. So the winners are … ad agency, tv stations and actors … ?