McCain's Oh My Veg! is bringing something hot to the freezer aisle

15 May 2019

Advertiser: McCain
Creative Agency: Cummins&Partners

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Cummin&Partners worked with the brand to create a campaign asking people to reconsider a trip to the coldest part of the supermarket with the promise of something delicious.

McCain is reinvigorating frozen veggies with its new Oh My Veg! range.

Cummin&Partners worked with the brand to create a campaign asking people to reconsider a trip to the coldest part of the supermarket with the promise of something delicious.

"Oh My Veg! is to frozen veg what Antonio Banderas is to Rowan Atkinson," Cummins&Partners creative director Heath Collins says.

"While both perform their roles admirably, one is clearly much sexier, and far more enticing. We wanted to give the hottest thing in the freezer the cheeky campaign it deserved."

The Oh My Veg! range consists of eleven saucy veggie varieties such as asian greens with garlic miso and baby green beans glazed with szechuan pepper to prove to customers that the grab and heat option from the freezer won't compromise on taste.

"The campaign Cummins&Partners has created cements the view that it’s time to rethink our expectations of frozen vegetables. And it’s really funny!” McCain Foods marketing manager Karen Ramsay says.

This "steamy" new campaign is rolling out across Australia and New Zealand with an online video campaign, out-of-home and digital display.

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