McCain unveils second We Are Family ad in £3.2m push

  • Print
  • Share
  • Comment
  • Save

McCain We Are Family

The ad includes real-life couple Peter and Dorcus Fernandez

McCain has launched the second of its We Are Family adverts featuring real families.

The centrepiece of a £3.2m spend, the 60-second slot, which makes its TV debut today (9 February), features products from McCain’s frozen and chilled lineups – the first time the chilled options have featured in TV advertising since being launched in September 2016.

The chilled products, including Shake Shake chips and wedges, were “particularly targeted towards the adult audience” said Mark Hodge, marketing director at McCain. “So it was important for us to really highlight the growing popularity of this range among adult households.”

Narrated by actor Ricky Tomlinson, the new ad, subtitled Here’s to Love, shows how a diverse range of two-person households, such as mixed race couple Peter and Dorcus Fernandez and gay couple Kimberley Collins and Molly McGibbon, interact with one another during mealtimes.

The push comes after research by McCain found that 84% of consumers were unable to recall seeing a family like their own anywhere in popular culture. It will roll out across TV, VOD, OOH, cinema, print and online for six weeks.

McCain launched its We Are Family campaign in August to highlight non-traditional families including gay couple Lee and Mat Samuels-Camozzi and their baby son. The couple were subsequently subjected to homophobic abuse on social media.

Have your say

  • Print
  • Share
  • Comment
  • Save

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

Grocer jobs Experts in FMCG

SmithCarey Recruitment Sales Director

Sales Director - SmithCarey Recruitment

Six figure basic + bonus, car & benefits
Search jobs

Need more than 5 subscriptions? Make your life easier with a Corporate Account. Find out more.

FOLLOW THE GROCER


-

 
Yes!I want to read more     CLAIM FREE TRIAL NOW
 
Sign up to a 30 day free trial
CLAIM FREE TRIAL NOW