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<\/h1>\nAs McCain Foods Australia embarks on an interesting journey, Dig has been awarded the McCain Foodservice campaign to launch McCain SureCrisp fries in Australia.<\/p>\n
In Australia, McCain Foods is a significant player within the frozen food category; sourcing raw material from over 120 local growers, employing over 1150 people and operating 2 manufacturing facilities in ANZ. McCain Foodservice has carved out a strong reputation for the quality of their fries, which were first sold in Australia in 1971.<\/p>\n
Today, as takeaway and home delivery grow, fewer consumers have been ordering fries to avoid the soggy fry dilemma with 82 percent of consumers experiencing lackluster, cold fries upon delivery [1]. Staggeringly more than half of Australians surveyed say they don\u2019t expect the fries to be hot and crispy by the time they arrive [1] . It\u2019s surely time for a better solution.<\/p>\n
McCain SureCrisp fries have been developed specifically to address the problem of soggy chips in these sectors \u2013 by featuring a special plant-based coating that stays crisp for up to 30 minutes*. With the perfect balance of taste, texture and superior crunch, McCain SureCrisp delivers on consumer expectations while also giving venues the confidence to consistently deliver deliciously hot, crispy fries across on premise, takeaway and delivery.<\/p>\n
Said Meg Wise, marketing manager, potato \u2013 Foodservice ANZ, \u201cThis launch is the first of its kind by McCain Foodservice and complex, in that not only are we communicating B2B, but we wanted the campaign to integrate into our customer\u2019s stores, online and via ordering apps (B2B2C), and to build awareness and demand directly with consumers who are ordering takeaway and home delivery (B2C). Dig showed their strategic and creative capability to manage this complex mix with a campaign that is fresh and engaging for the Foodservice channel.\u201d<\/p>\n
Said Peter Cerny, chief creative officer at Dig, \u201cThere is no doubt soggy fries suck. But when you have good fries, everyone wants some. In fact, McCain SureCrisp\u2122 fries are so good they draw a crowd. Hats off to Courtney and the crew at Eight who did an awesome job to capture the right level of sass with Kelis\u2019s timeless classic \u2018Milkshake\u2019. Yeah, McCain SureCrisp\u2122 fries are better than yours.\u201d<\/p>\n
The campaign will launch nationally across Catch Up TV, Digital, Radio, Social, and In-store.<\/p>\n
This latest win continues the momentum for Dig, after recently being awarded the RACV creative business.<\/p>\n
Client: McCain Food Service
\nMarketing Manager: Meg Wise<\/p>\n
Senior Brand Manager: Pooja Matharoo
\nAssistant Brand Manager: Jane Taas
\nCreative Agency: Dig
\nCOO: Matt Keen
\nCCO: Peter Cerny
\nECD: David Joubert
\nCreative Director: Tim Bishop
\nCreative Director: Kate Churcher
\nLead Designer: Alfrence Mak
\nFinished Art: Xavier Magnan
\nVideo editor: Nick Ng
\nExecutive Planning Director: Lucielle Vardy
\nGroup Account Director: Amanda Isidro
\nSenior Account Director: Niamh Costello
\nSenior Account Manager: Tara Calder
\nProduction Company: Eight Productions
\nDirector: Courtney Brookes
\nProducer: Jessicca Belgiovane
\nSound: Squeak E. Clean Studios
\nMedia: Cummins & Partners<\/p>\n