McCain x Twisted
As well as owning a household retail brand,
McCain respected foodservice arm,
McCain Foodservice Solutions, is one of the leading suppliers in the UK
for quality frozen products, selling to chefs and caterers across thousands of the country's pubs,
restaurants, QSR, hospitals, and schools.
Omne has worked with McCain Foodservice
Solutions for over 7 years as their lead
strategic marketing and communications
agency in the UK and Europe.
We developed a strategy to assure operators who feel a lack of control once their food has been sent out for delivery and give them the confidence to trust in SureCrisp™ which has consistently outstanding functional benefits and can help deliver the same exciting brand experience as their core business.
We teamed up with social media foodies Twisted to put McCain SureCrisp™ to the test in their very own kitchens. Twisted have over 32 million followers across social, multiple popular recipe books and a super successful food delivery business.
The ‘Twisted’ test included a muti-sensory ASMR ‘snap’ test and a delivery test that proved SureCrisp™ stays crispy for 20 minutes, even in a closed delivery bag.
The campaign idea was brought to life with a full-service activation plan including:
1. Photography and video for application across all media channels.
2. Paid Social across Meta and LinkedIn targeting a curated casual dining audience from Twisted’s relevant chef audience.
3. GDN ad campaign specifically targeting casual dining operators and buyers.
4. A bespoke media package across multiple trade media titles including digital ads and social content with optimised content.
McCain Foodservice Solutions’ quality coated SureCrisp™ fries stay crispy in a closed bag for 20 minutes and are specifically designed for delivery. However, many operators are still using uncoated fries that often arrive soggy and disappoint customers. The pressure is on for operators to do delivery brilliantly and SureCrisp™ is the answer.
Omne were tasked with helping McCain Foodservice show operators that with SureCrisp™ their reputation is in safe hands.
The SureCrisp™ Campaign was evaluated with an independent fast food audience delivering double digit growth against key brand metrics of emotion, dynamism, prominence, and distinction.
The campaign media exceeded KPIs with clicks up to 331% and engagement on paid social was up 199% vs KPIs.