McCain has today launched a two-pronged TV push to reinforce its positioning as ‘synonymous with teatime’.
The Nation’s Teatime campaign comprises two marketing initiatives - a week-long series of consumer-generated TV ads alongside a renewal of McCain’s sponsorship of Emmerdale.
Throughout this week, McCain will be crowd-sourcing teatime content every day from real families across the nation, which will edited into commercials and aired on ITV later that same evening. To be in with a chance of featuring in the ads, consumers are invited to share video clips of themselves enjoying tea.
New Emmerdale idents, which form part of a three-year sponsorship deal with the ITV soap running until 2018, feature fans of the show having tea while watching the program, with all the families taking part sharing the same surnames as the cast.
Both initiatives would help McCain “reframe teatime and champion the good stuff that happens in the nation’s homes”, said marketing director Mark Hodge.
“We already use real families in our ads but we are now taking our focus on real teatimes a step further by asking families across the UK to take part.”
McCain is supporting the TV activity with broadcast, print, radio and social media.