McCain has joined forces with the National BBQ Association to promote its new limited-edition range of frozen potato wedges during the organisation's Gastro Alfresco summer campaign.
McCain Summer Wedges with a Hint of Pesto has been signed up as the official product for Gastro Alresco, which promotes outdoor eating. Activity will include a roadshow to 130 major retailers and a £250,000 national ad and online push.
McCain has also earmarked £400,000 to promote its entire wedges portfolio over the summer. The push, which kicks off in May, will include press and in-store activity. McCain Summer Wedges, priced at £1.49 for a 750g bag, is rolling into the Co-op and Asda stores now. It is the company's second limited edition, replacing Winter Herb Wedges, and joins the Lightly Spiced and Sea Salt & Black Pepper products on shelf.
The wedges are made using natural ingredients that fit in with McCain's 'It's all good' strategy.