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.


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


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