McCain Foods is launching a major digital campaign to support its biggest ever on-pack promotion, dubbed ‘Lucky Spuds’, which will see the company give away £1,000 in daily prizes and an overall grand prize of £100,000.
Developed by CMW, the online game- themed promotion will run across McCain Home Chips, Oven Chips, Rustic Chips, Hash Browns and Roast Potatoes. Activity launches on March 19 and runs for 84 days.
Consumers can register and play ‘Lucky Spuds’ on Facebook by entering the code found on promotional packs. CMW has created a potato field gameboard where players race against the clock to find the Lucky Spuds. The fastest time each day wins £1,000. The fastest score overall wins £100,000.
CMW was appointed as McCain Foods’ digital agency early in 2011, responsible for all digital communications for the master brand and entire product portfolio.
The agency was also awarded the brand’s entire website and eCRM management brief at the end of last year.
CMW is currently delivering a nationwide door drop initiative for McCain’s Home Chips, targeting 3 million households, and has also launched new McCain Ready Baked Jackets with a mobile Facebook application.
McCain Foods senior brand communications manager Rachael Smith said: “We are confident that ‘Lucky Spuds’ will deliver cut-through in the freezer aisle and drive incremental sales. CMW’s creative game play and robust online strategy will play a key role in delivering our all important commercial returns as well as communicating the core superior quality brand message that only the luckiest spuds get to be McCain Chips.”
