McCain moves into emotive advertising

10 July 2019

Advertiser: McCain
Creative Agency: DDB Melbourne

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McCain has launched its first emotive campaign, with the help of DDB Melbourne, moving away from product-based marketing.

McCain Foods ANZ has released a new campaign that celebrates the changing dynamic of Australian families and the importance of coming together over a meal.

By DDB Melbourne, ‘We are Family’ is the first masterbrand campaign for McCain in Australia highlighting the brand’s ethos while retaining the “Ah McCain, you’ve done it again” tagline.

The new work sees the brand moving from product-based marketing to emotional brand-building.

“It’s an honour to play our part in creating the first masterbrand campaign in Australia, for a brand as iconic as McCain. While the meaning of family evolves, so too does the imagery used to portray a family need to evolve in our advertising," DDB Melbourne executive creative director Anthony Moss says.

"It’s a credit to McCain to have a desire to reflect these societal changes and we look forward to continuing McCain’s journey into emotional storytelling.”

To better reflect modern Australia, the ad features real people, not actors, including a single mum who is making her way on her own, two dads who’ve adopted siblings from their home countries and a family of five with a stay-at-home mum.

“McCain has long supported families coming together, no matter what the budget or time restrictions, with products that make it easy to create a great tasting meal that the whole family will love," McCain marketing manager Karen Marshall says.

“With the majority of Australians agreeing that brands need to do better to represent modern families in advertising, McCain is proud to reflect the changing dynamics of families in Australia.”

The campaign localises a campaign of the same name that aired in the UK, created by London-based DDB sister agency, Adam&Eve.

It will run from 7 July across all major TV, cinema, social and online.


Marketing Director ANZ - Katrina Wilson
Marketing Manager - Karen Marshall
Marketing Manager – Karen Ramsay

Executive Creative Director – Anthony Moss
Client Service Director- Jess Hughes
Business Director – Katie Franklin
Senior Producer- Mel Herbert
Senior Art Director – Rebecca Morriss

Production Company - Revolver
Director - Celeste Geer

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