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McCain Foods Australia and TBWA Melbourne part ways as brand pitches creative

McCain Foods Australia is pitching its creative account, Mumbrella can reveal.

The pitch will mark the end of the brand’s relationship with TBWA Melbourne, which began in early 2013.

Prior to that, the McCain Foods creative account had sat with Ogilvy for twenty-five years.

Kimberlee Wells, CEO of TBWA Melbourne, said she wished McCain and their new agency partner “every success”.

“TBWA Melbourne and McCain have enjoyed an extremely successful relationship,” she said.

“We are particularly proud of the game-changing work we collaborated on for Healthy Choice.

“However, we have reached a mutual agreement our partnership is no longer the right fit and will therefore not be participating in the review process,” she said.

In their time working with for the brand, which specialises in frozen food, TBWA produced work including McCain Roasts, which featured an out of home component which distributed the scent of cooked potato chips,  ads for Health Choice Protein Plus, and an ad, which was banned by the Ad Standards Board, depicting a pizza being stolen from a deliveryman.

The Health Choice Protein campaign:

McCain’s ad for takeaway pizza:

McCain Foods was unavailable for comment at the time of publish.

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