McCain

Product Launch
The addition of broccoli and cauliflower to the new McCain Pub Style Veggie Fries brought up a lot of questions for us. Questions like, who decided that potatoes were the only one worthy of chip status? And, if a potato is a vegetable then... aren’t all fries “technically” veggie fries?  

After many sleepless nights – we started to wonder if Australians would ask the same things. And then, like a bus to Regina George, it hit us...

They’re still fries, they’re just a little veggie-r.

Luckily for us, we had equity in the beloved Pub Style fries. So, we were able to piggy back
a bit of their fame to drive product trial.  







PROJECT 4 MCCAIN VEGGIE FRIES





Consideration
Once we’d explained what these Veggie fries were, we needed to coax the audience in to try them.

We studied those around us
who were weary of change,
and vegetables, and played
into their aprehension.

We picked on the biege-eating, broccoli-hating types
and
egged them (and their childish tastebuds) on with our sassy, omniscent narrator.


Robyn
Ongoing Social Video

Sam
Ongoing Social Video




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