CASE STUDY: McCains reposition brand to showcase quality

Provided by Digital Cinema Media
McCains increase consideration and purchase by using cinema to cut through via it's clutter free environment.
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What was the Challenge / Background of the Campaign?

McCain sought to reposition the brand in the eyes of UK consumers in order to showcase the quality of its product and change the perception that its food is high in fats and salt. The creative showed a fictional farm where McCain chips are produced and highlighted the care taken in making every one fluffy and crisp. By countering common misconceptions around McCain, the campaign had the overall goal of increasing consideration and purchase.

What was the Campaign Objective?

To reposition McCains in the eyes of the UK consumer.

What was the Solution?

The main reason for using cinema was its ability to reach an affluent and younger audience, in line with the Rustics target audience. The ability of cinema to deliver incremental reach on top of planned TV and VOD was a key reason for McCain's decision to use cinema. Alongside extending campaign reach, cinema enabled the activity to cut through via its captive environment, free of clutter and disruption.

What were the Results?

Those exposed to the cinema ad are 50% more likely to say McCain is It's the only / the first frozen food they would consider buying. +9% Advertising Persuasion (Cinema exposed = 75%, Control = 69%). +35% Advertising Recognition (Cinema exposed = 54%, Control = 40%). +47% Top 3 Box Consideration (Cinema exposed = 47%, Non-Cinema Control = 32%). +50% Top 2 Box consideration (Cinema exposed = 27%, Non-Cinema Control = 18%).

What were the Key Learnings of this Campaign?

- Cinema delivered high levels of recognition, demonstrating how the media can work alongside TV and VOD in maximising campaign reach. - The activity worked in terms of persuasion across all media, meaning that perception of McCain changed, with those exposed to the activity via Cinema significantly more likely to consider McCain Rustic in future
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPlease contact DCM for details of reach
16 - 24
25 - 34
Both
Main Shopper
CINEMA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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