McCain Oh My Veg! brings something hot to the freezer aisle in new work via Cummins&Partners


One of Australia’s most recognised brands, McCain, is reinvigorating frozen veggies with its new Oh My Veg! range. A new campaign from Cummins&Partners is asking people to reconsider a trip to the coldest part of the supermarket with the promise of something deliciously different.


Says Heath Collins, creative director, Cummins&Partners: “Oh My Veg! is to frozen veg what Antonio Banderas is to Rowan Atkinson. While both perform their roles admirably, one is clearly much sexier, and far more enticing. We wanted to give the hottest thing in the freezer the cheeky campaign it deserved.”

Until now, a grab and heat option from the freezer was considered a compromise on taste, but McCain Oh My Veg! delivers eleven saucy veggie varieties, with unexpected combinations like Asian Greens with Garlic Miso and Baby Green Beans glazed with Szechuan Pepper.

Says Karen Ramsay, marketing manager, McCain Foods, Australia & New Zealand: “We’re proud of the product. We think it’s a real game changer for the frozen vegetable category. The campaign Cummins&Partners has created cements the view that it’s time to rethink our expectations of frozen vegetables. And it’s really funny!”

This steamy new campaign is rolling out across Australia and New Zealand with an online video campaign, out-of-home and digital display.

Client: McCain Foods Australia
Marketing Director: Katrina Wilson
Marketing Manager – Vegetables: Karen Ramsay

Agency: Cummins&Partners
Creative Director: Heath Collins
Senior Copy Writer: Liam Jenkins
Group Account Director: Danielle Etzin
Senior Account Director: Sally Kingi
Head of Brand Strategy: Michael Hyde

Production: Cummins&Partners
Head of Production/EP: Karley Cameron
Broadcast Producer: Afrim Memed
Director: Jesse Richards
Grade: Crayon
Colourist: Abe Wynen
Sound: Bang Bang Studios
Engineer: Sam Hopgood
Producer: Polly McGregor
Media: Carat

McCain Oh My Veg! brings something hot to the freezer aisle in new work via Cummins&Partners