A Trio of Teatime Tales with David Walliams.
Teatime Tales was a heart-warming partnership between McCain, Family Fund & Sky Media designed to offer a relatable way to understand the day-to-day nuances of life for families living with disabled or seriously ill children & young people. We wanted to shine a light on the little moments of togetherness, so easily taken for granted. Family Fund is the UK's largest charity providing grants to improve the lives of low-income families with disabled or seriously ill children. McCain partnered with Family Fund, pledging £1m over 3 years to support this heroic cause.
Around a million families in the UK are raising disabled children. McCain needed a media partner to help it achieve a magic trio of objectives: a brave creative idea that would highlight the brand's distinctiveness; a means to tell the story of its partnership with Family Fund and a way to communicate the brand's values of family "togetherness". The connection had to be clear for the messaging to emotionally connect with consumers, and ultimately lead to more family McCain meals and moments shared.
Teatime & tucking into exciting TV content tend to go hand in hand, but many of the Family Fund families weren't seeing their lives & struggles well represented on TV. This brief was a unique opportunity to make these families the unlikely heroes of their own stories - the stars of the content they loved & watched together. Our real-life 'Teatime Tales' idea would tell the stories of three children who'd been helped by Family Fund, creating films that complemented the types of shows they'd be watching & aired at a time when they'd be enjoying their dinner as a family.
The campaign was very well received by the local media of the families featured, picking up the story in the local press. We conducted two strands of research (one brand & one data led through Nectar) which demonstrated our McCain campaign delivered some spud-tacular results. * Charitable intent increased from 75% who have donated to children's charities before, to 80% claiming they would make a future donation to Family Fund. * Emotional resonance improved with 3 in every 5 of those exposed reporting a more positive feeling towards the category of frozen potatoes.
"The uplifting stories of Benjamin, Anjola and Maddie showcase just a few of the many ways a Family Fund grant can help families like theirs to enjoy the little moments that matter to them. We're thrilled that, through our partnership with McCain and through the creative lens of Teatime Tales, we can raise awareness of the extra support families raising disabled children need, how our work makes a difference, and give a snapshot into the everyday lives of families." Cheryl Ward, Chief Executive of Family Fund