Frozen foods giant McCain Foods has appointed Blue Chip Marketing to create and implement a range of promotional activities for its oven chip brand.
The appointment follows an agency review and subsequent three-way pitch. Blue Chip Marketing will now develop promotional programmes – including direct and digital channels – for the product line.
The company recently introduced Ready Baked Jackets – its biggest launch since Oven Chips in 1979.
McCain’s senior brand communications manager Joanna Eastwood said: “Blue Chip delivered a creative solution to the brief, helping to bring to life the new campaign at store level and also demonstrating lots of passion at every stage.”
Blue Chip has been tasked with developing McCain’s TV ads into promotional campaigns. Creative director Stewart Hilton said: “McCain is the clear brand leader in oven chips. Most people already know that McCain Chips are the best chips they can buy. Our job is simply to remind them about this at key touchpoints, especially at the moment of truth when they are shopping.”
The account will be handled out of the agency’s London office, which was set up in 2009 to service an increasing demand from southern clients. The appointment does not affect the relationship with CMW, which handles digital marketing.
