McCain’s Jumbo-Sized Coupons Launch Jumbo Crinkle Fries

Attention all French fry lovers – you're going to want to pay attention to this one! McCain is introducing a new product to its Superfries portfolio – McCain Jumbo Crinkle Fries. And to match a Superfries innovation this big (literally), McCain wanted to do something equally colossal to introduce them to Canadians.

McCain is turning giant billboards, transport trucks, and even plane banners into jumbo coupons for savings on their new jumbo fries. No more scrolling past that web coupon or accidentally tossing those flyers into the recycling – these jumbo coupons are impossible to ignore, so that all Canadians can try new Jumbo Crinkle Fries. 

The campaign reimagines traditional coupons, scaling them up to jumbo proportions. No more scrolling past that web coupon or accidentally tossing those flyers into the recycling – these jumbo coupons are impossible to ignore so that all Canadians can try new Jumbo Crinkle Fries. 

"When it comes to retail, there’s one promotional tactic that still reigns supreme: coupons.” says Rethink creative director Grace Cho. “We’re leveraging this tried and true tactic in a jumbo way to launch McCain's new jumbo fries. So we turned jumbo media into unignorable jumbo coupons for McCain's new jumbo fries. The jumbo coupons highlight what makes these new fries special, and gets them into people’s homes."

"Our Superfries line up has been a staple in Canadian households for years, so when it came time to introduce our latest innovation to the portfolio, Jumbo Crinkle Fries, we knew we had to do something big," says Michael Embir of McCain Foods Canada. "We hope these jumbo coupons inspire Canadians to grab a bag of our new Jumbo Crinkle Fries and discover why they're our biggest, boldest fries yet!"

Over 50 placements, ranging from TTC streetcar wraps to aerial plane banners in Toronto, outdoor projections in Vancouver, Toronto and Montreal, and even Minecraft integrations, bring the product's defining feature - its jumbo size - front and centre. Each coupon is scannable for a discount on the new product and the chance to win a free bag.