With Coles and FightMND.
McCain has partnered with Coles and FightMND for Big Freeze 12 to kick off ‘The Big Warm Up,’ a campaign designed to rally Melburnians and raise vital funds via Poem, Cummins&Partners and PHD.
“We’re pretty chuffed that McCain has joined the Fight this year,” said FightMND CEO, Matt Tilley.
“It’s fair to say they’ve been in the Freeze caper for a lot longer than us, so we welcome their expertise. And their incredible generosity.
“When you think about it, an upside-down Big Freeze beanie is the perfect tea-cosy for a bucket of hot chips! We encourage everyone to get around The Big Warm up and enjoy some carbs for a cause.
Fronted by Melbourne Demons AFL Captain Max Gawn, the initiative saw the McCain Chip Truck serve free hot chips across the city.
“We’re proud to support FightMND and be part of the incredible community spirit that makes the Big Freeze so special,” said McCain ANZ managing director, Lyn Radford.
“Through The Big Warm Up, we wanted to create even more ways for Australians to get behind the cause - whether that’s sharing hot chips with mates, supporting local footy clubs, showing up on game day at the MCG, or picking up participating McCain products at Coles to help raise funds for FightMND.
“We’re incredibly proud to stand alongside FightMND and rally communities across Australia in the fight against MND.”
The campaign leveraged local community football rounds and an activation at Federation Square to drive engagement for the cause.
“There’s only one thing better than hot chips - and that’s hot chips for a good cause,” said Poem executive director, strategy & social, Alex Watts.
“The work FightMND is doing is so important and so urgent, and we’re excited to be doing our bit alongside FightMND and McCain.”
Campaign Credits
Client: McCain
Nicole Doolette
George Woodcock
Emily Neilsen
Agency Partners
Poem:
Rob Lowe
Alex Watts
Tom Manning
Erica Llorico
Anna Laskaris
Justine Moyle
Jake Jamieson
Robbie Purcell
Eliza Inglis
Georgia Tiernan
Chloe Ashton
Cummins&Partners:
Heath Collins
Alastair Clark
Meg De Laurier
PHD:
Makayla Paraskevas
Jethro Pacquing
