If You Want Your Fries Crisp, It’s Got to Be McCain’s

As McCain Foods Australia embarks on an interesting journey, Dig has been  awarded the McCain Foodservice campaign to launch McCain SureCrisp™ fries in  Australia.  

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.  

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 delivery1. Staggeringly more than half of Australians  surveyed say they don’t expect the fries to be hot and crispy by the time they arrive1.  It’s surely time for a better solution. 

McCain SureCrisp™ fries have been developed specifically to address the problem of  soggy chips in these sectors - 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.

Says Meg Wise, marketing manager, Potato- Foodservice ANZ, "This 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’s  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."  

Says Peter Cerny, chief creative officer at Dig, “There is no doubt soggy fries suck.  But when you have good fries, everyone wants some. In fact, McCain SureCrisp™  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’s timeless classic  ‘Milkshake’. Yeah, McCain SureCrisp™ fries are better than yours.” 

The campaign will launch nationally across Catch Up TV, Digital, Radio, Social, and  In-store.  

This latest win continues the momentum for Dig, after recently being awarded the  RACV creative business.