The agency will work alongside incumbent agencies BMB, PHD, Underwired and Nexus Communications on the account, which includes chips, wedges and pizzas. The brief was previously handled by Glue Isobar.
McCain recently launched a new ad campaign with the end line ‘If it matters to families, it matters to us’ to build on the brand proposition of ‘It’s all good’.
McCain Foods communications manager Nicola Ech-Channa commented: “We are delighted to have CMW on board to take our ‘It’s all good’ strategy into the next phase. We are eager to explore the digital possibilities, and think that CMW is a fantastic asset to add to our core agency team to deliver top quality, truly integrated campaigns.”
CMW head of digital Gayle While said: “McCain’s is at a really exciting place. The category as a whole came in for a lot of bad press a few years ago but McCain’s sought to fight back. It conducted a 360 review which revolutionised the business, leading to huge innovation and great NPD. To be working with the industry leader and to take it on the next chapter of its digital journey is a great accolade for CMW.”
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