McCain celebrates the ordinary in latest campaign from Cummins & Partners

The everyday interactions we often write off as ‘nothing special’ are at the centre of Cummins & Partners’ latest campaign for McCain, as the brand celebrates the role of food in wholesome moments with family and friends.

The ‘nothing special’ campaign suggests a new direction for the brand under Cummins & Partners, after McCain handed the agency an expanded remit to included media duties, as well as strategic and creative work in November last year.

The new ‘nothing special’ brand platform sees the frozen food brand shift away from it’s traditional product focus towards delivering a deeper brand connection with it’s consumers.

“McCain is a brand that has never taken itself too seriously. We stand for great food that’s comforting, brings people together and is relaxed and messy – in a fun way! So we’re tapping into our roots in a very sarcastic, laconic, ‘telling it like it is’ style, synonymous with Aussie and Kiwi culture to build that deeper connection with our existing and potential consumers,” said Karen Ramsay, ANZ head of communications and insights at McCain.

The 30-second TVC features Australian comedian Becky Lucas interrupting special family moments; dinner with best mates, dinner between two soul mates, family dinner time; showing the role food plays in everyday special moments. “Why do we always say we’re doing ‘nothing special’ just because it’s not a ‘special’ occasion” says Lucas, as she walks between each scene, ironically describing each as ‘nothing special’. The add ends with the McCain logo embroidered onto a couch pillow, accompanied by the text ‘there’s something special about “nothing special”‘.

The campaign also includes a 15-second TVC that contrast the ‘nothing special’ slogan with the ‘delicious authentic ingredients’ used in McCain’s Rustica pizza product line, as well as a 10-second iteration for social.

“This is an exciting time for us as a brand, as we continue to engage with a new generation of Aussies & Kiwis. It was imperative that we deliver our message of warmth and togetherness with a big wink and a cheeky grin, so we were over the moon when the perfect people in Becky Lucas and director Jonathan Braugh agreed to deliver it for us,” said Heath Collins, creative director and Cummins & Partners.


The brand is also celebrating a new national partnership with Fox Footy.

“This partnership with Foxtels’ & Kayo’s NRL & AFL channels is a match made for footy lovers across the nation. What better way to settle in on the couch on a Thursday and Friday night than by turning on Fox Footy and warming up your oven with McCain. The team at Foxtel have been exceptional in terms of McCains’ involvement. Bespoke coverage within the Pre Game Warm Ups, through segments and in-program commentator involvement has truly been special as Becky Lucas would say,” said Meredith Ansoul, head of media at Cummins & Partners.

The campaign was launched nationally on the 27th of February and will run in Australian and New Zealand across all broadcast, digital and social platforms.


Client: McCain Foods Australia
Managing Director: Craig Mason
VP of Marketing, Sales and Strategy: Katrina Wilson
Head of Insights and Communications (ANZ): Karen Ramsay


Media Agency: Cummins&Partners
Creative Director: Heath Collins
Associate Creative Director: Liam Jenkins
Group Account Director: Georgie Bugelly

Account Director: Marnie Dunn
Account Manager: Kat Hallahan
Head of Strategy: Jeff Malone
Producer: Steven Tortosa
Head of Media: Meredith Ansoul

Production: Filmgraphics
Director: Jonathan Brough
Producer: Anna Fawcett
Editor: Michael Houlahan
Colourist: Russell Masters
Sound: Bang Bang Studios


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.