G&TFOLIOTIGER THINKS
GALLERYABOUT
PROJECT 4 MCCAIN VEGGIE FRIES
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 infamous, delicious Pub Style fries.
So, we were able to piggy back a bit of their fame to drive product trial.  

PS. Click play to see how we sold this idea in.




Yeah, client still wanted to work with us after that.  

BROCCOLI 

Launch Video

CAULIFLOWER 

Launch Video

CONSIDERATION


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

We made some subsequent social films that spoke to the apprehension of people who hate change. We picked on the picky, fussy, broccoli hating types, and egged them on with our sassy, omniscent narrator.



Robyn 

Ongoing Social Video

Sam 

Ongoing Social Video



Thanks 

To the potato team at McCain for putting up with our sh*t autotune singing (and Godfather impressions) and still wanting to work with us. Sorry that we call you the potato people. To GT & the team at Positive Ape for bringing this campaign to life. And finally, Yianni, thanks for the collaboration, care and consideration. 


PROJECT 4
MCCAIN
VEGGIE FRIES
©G&TGeorgia Payne & Tiger Hongmung2024