McCain wanted to reach a more affluent and younger audience, in line with the Rustic's target. Since launching the brand in January, 2007 campaign activity consisted of TV ads (3 bursts of 30/10 second ads) and the 4th burst comprised of a 10 second TV 'reminder ad' and 30 second cinema ad.

To measure the effectiveness of Cinema advertising while driving brand awareness and ultimately purchase consideration, whilst making the McCain brand more permissible and enhance brand attributes of natural and simple ingredients.

To create a new multi-media advertising campaign, using the McCain brand tracker, run by Hall & Partners, with a cinemagoer boost in order to measure the effectiveness of Cinema advertising. This method can closely measure: - The total recognition of the TV/ Cinema activity. - Identify how frequently the target (ABC1s, 18-34) go to the cinema. - Monitor movements in key product and brand metrics caused by the activity. - Explore the impact on product and brand perceptions amongst those seeing the ad in cinema and on TV.

By using the main tracker, it was possible to measure the claimed recognition of the cinema activity. Cinema delivered significant amount of incremental reach (+7%) over and above TV. Response and message take out is strong leading to increased appeal and motivation. Cinema drove awareness and purchase consideration of Rustics and generated a 'halo effect' on the wider McCain brand in terms of consideration and involvement.

Cinema was thought to be the ideal medium to compliment the TV ads as audiences tend to respond better to advertising because they are in a captive environment, and also because they are excited about the film they are about to see and tend to be in a better mood.