McCain foods India launches its first television campaign!

McCain Foods India Pvt. Ltd, the Indian subsidiary of McCain Foods Canada”the world's largest producer of frozen French fries and potato specialty products, today announced the launch of its first ever TVC in India. The campaign showcases the "Delighfully Fresh' positioning of McCain's range of products with the tagline "Fresh Banega, Baat Banegi'.

The campaign features a very simple insightful storyline playing out in every Indian household, put together in a compelling and engaging manner. The concept which has been ideated by Leo Burnett will mark the first phase of McCain's integrated marketing communications, with the TV campaign being aired from August 14th.

KS Narayanan, Managing Director, McCain Foods India said, "Frozen foods is a low penetration category and requires continuous efforts and engagement with consumers. The advertisement is just an extension of the communication that we have been doing in building the nascent but small category of frozen foods in India. The ATL efforts are another dimension in this consumer engagement program, and will complement the ongoing BTL efforts. McCain Foods India is running an integrated communication program covering all aspects of communication"

Speaking on the campaign, Samir Gangahar, Executive Director, Leo Burnett said, "Our study with the consumers revealed that frozen food triggers a mixed bag of perceptions in their minds. However, once they taste McCain's range of frozen products, they express sheer delight as the products taste delightfully fresh. Through the advertisement we want to highlight the sheer delight that McCain products are all about ' hot, fresh, tasty and crisp. Besides this, we also want to showcase how McCain products are quick and easy to prepare within minutes and are truly convenient, so that you can easily spend time bonding with family and close ones, while savoring these delicious products. The creative challenge for us was to communicate the "delightfully fresh' attribute of the product and to break the consumer mindset on frozen foods through a theme which the consumers can easily relate with."

"The father laments on how the son is always glued to the computer screen and doesn't spend even a single evening with the family. At that moment, the mother gets out a packet of McCain Smiles from the freezer and quickly starts frying it. As the aroma of McCain Smiles wafts through the rooms, the kid sister opens her brother's room door, to lure him to the dining area. The boy is unable to resist the temptation of tucking in something delicious and finally leaves his PC, joining his family. He then tastes McCain French fries and loves it immediately, while the others enjoy the McCain Smiles. The father and son then joke with each other and the advertisement ends on a happy note, with the mother cheerfully adding in "McCain, Fresh Banega, Baat Banegi" he further added.

The campaign is spread across all mediums including Television, Radio, Print and POS (point of sale merchandize). The television campaign will be aired on General Entertainment Channels, music and lifestyle channels, English movies and select kid channels.