McCain celebrates diverse families in campaign from DDB Melbourne
DDB Melbourne has created a new campaign for McCain that celebrates the various shapes, sizes and structures of the modern family unit.
The 30-second spot will be followed by a number of six-second ads, focusing on different family structures, including those with same-sex parents, working mothers and stay-at-home mothers.
The campaign is a localisation of the UK campaign of the same name that was created by DDB sister agency Adam & Eve.
McCain marketing manager, Karen Marshall, said: “McCain has long supported families coming together, no matter what the budget or time restrictions, with products that make it easy to create a great-tasting meal that the whole family will love.
“With the majority of Australians agreeing that brands need to do better to represent modern families in advertising, McCain is proud to reflect the changing dynamics of families in Australia.”
DDB Melbourne ECD, Anthony Moss, the agency was looking forward to continuing its work with McCain.
“It’s an honour to play our part in creating the first master brand campaign in Australia, for a brand as iconic as McCain. While the meaning of family evolves, so too does the imagery used to portray a family need to evolve in our advertising. It’s a credit to McCain to have a desire to reflect these societal changes and we look forward to continuing McCain’s journey into emotional storytelling,” Moss said.
The campaign will be run across TV, cinema, social and online.
In recent years, McCain has worked with Cummins & Partners Melbourne and TBWA Melbourne.
In June, Cummins & Partners launched a campaign for McCain’s beer battered chips, which involved a series of complex tongue twisters.
https://www.youtube.com/watch?v=A6-tuOmzpUg
Credits
Marketing Director ANZ – Katrina Wilson
Marketing Manager – Karen Marshall
Marketing Manager – Karen Ramsay
Executive Creative Director – Anthony Moss
Client Service Director- Jess Hughes
Business Director – Katie Franklin
Senior Producer- Mel Herbert
Senior Art Director – Rebecca Morriss
Production Company – Revolver
Director – Celeste Geer
We want our strategy back.
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So woke!
But forgot the transgender parents.
And the mother in the hijab.
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Are you so deeply offended by showing support to minority and discriminated groups that you feel the need to incessantly comment in a completely unconstructive way on every piece of work that isn’t involving two straight Christian people? It seems to be a Mumbrella thing, the army of arseholes with their Tony Abbot style opinions – representing a view that is outdated and not supported by the majority of the country.
Given you probably work in media, you should spend some time to get to know your audiences better.
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Take it for what it is. A brand that understands that no family make up is as it was – and we as a society are all the better of for it. No need to get antsy, its definitely a positive step forward for McCain i reckon.
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Offensive material
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