McCain launches craft beer battered chips

17 June 2019

Advertiser: McCain
Creative Agency: Cummins&Partners

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McCain changes the frozen chip world with the launch of its craft beer battered chips and a new campaign by Cummins&Partners.

McCain has launched a range of craft beer battered chips via a new campaign from Cummins&Partners that "challenges the norm" of online advertising with a long and complex audio clip.

Three craft beer flavours - Pale Ale, Session IPA and Golden Ale - bring modernity, new flavour and sophistication to the frozen chip category.

"I betcha couldn't craft a better McCain craft beer battered chip ad than a Cummins&Partners McCain craft beer battered chip ad, because Cummins&Partners use a little bit of better craft to best craft them," Cummins&Partners creative director Heath Collins says.

Long gone are the days of frozen chip shame, your foodie mates won’t know what hit them.

“It’s great to bring to life our McCain Craft Beer Battered Chip range through a new creative campaign that is truly a cut above and appeals to younger audiences,” McCain Foods, Australia & New Zealand senior brand manager Sophie Webb says.

The campaign is rolling out across Australia with an online video campaign, OOH, and radio.


Client: McCain Foods Australia

Marketing Director: Katrina Wilson
Marketing Manager: Karen Ramsay
Senior Brand Manager - Potato: Sophie Webb

Agency: Cummins&Partners

Creative Director: Heath Collins
Senior Copy Writer: Liam Jenkins
Group Account Director: Georgie Bugelly
Senior Account Manager: Juno Forster
Head of Brand Strategy: Michael Hyde

Production: Cummins&Partners

Head of Production/EP: Karley Cameron
Broadcast Producer: Afrim Memed
Director: Jesse Richards
Editor: Nick Weller

Grade: Crayon
Colourist: Abe Wynen

Sound: Bang Bang Studios
Engineer: Sam Hopgood
Producer: Polly McGregor

Media: Carat


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