McCain in ‘guilt free’ push by CMW

McCain Foods is launching a digital campaign for its Rustic Oven Chip brand through CMW; the agency’s first work for the company, after being appointed in November.
CMW has created a “3% fat, 100% guilt-free” proposition which it brings to life via Ben, the eligible Rustic’s farmer. Ben acts as confessor to consumers wanting to own up to their guilty secrets. Women can engage with Ben via a Facebook app designed to appeal to Rustics’ core target audience of health-conscious upmarket young, single women.
Visitors to the McCain Rustic Oven Chips Facebook page can say goodbye to their guilt by sending a short message to Ben revealing their secret. The secret is then presented on a potato which is chipped. Ben then absolves their guilt through eating the Rustics chip with their secret on. People who reveal a secret will automatically be entered into a free prize draw to win a guilt-free five-day shopping trip to New York for themselves and a friend with £2,000 spending money.
Those who send their guilty little secret to Ben can invite friends to do the same through their Facebook status updates.
CMW has also created an online ad campaign to promote the free prize draw which features footage of Ben pointing to a letterbox and encouraging consumers to write their guilty secret directly into the ad. Ben then reacts to the confession and invites consumers to Rustics on Facebook.
Outdoor ads produced by BMB/planning by PHD also feature Ben inviting people to share their guilty secrets on the Facebook page.
McCain Foods communications manager Nicola Ech-Channa commented: “CMW presented its concept for Rustics when it was pitching for our business back in the autumn. We were so taken by the idea there and then that we knew we wanted to see it come to life. It has instinctively understood the product and its positioning and we are looking forward to seeing how our target audience react to it.”
CMW account director Matt Smith said: “New Year is perfect timing for this campaign launch. Women everywhere will be looking for healthy, guilt-free choices. Yet at the same time, McCain Rustics are the perfect feel-good, comfort food that we all seek during the cold, winter months. We feel that Ben, our Rustics Farmer communicates all of these qualities and we look forward to some great consumer participation.”

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