McCain launches steamy campaign for its new frozen vegetable line

McCain’s new frozen vegetable range is ‘the hottest thing in the freezer’, according to its latest campaign.

The 30 second spot features a couple in counselling where the woman expresses her desire to try something more exotic with her partner after eating the same ‘peas’ for ten years.

The campaign was created by Cummins & Partners, which won the McCain Foods account in 2017.

Heath Collins, creative director at Cummins & Partners said in a statement: “Oh My Veg is to frozen veg what Antonio Banderas is to Rowan Atkinson. While both perform their roles admirably, one is clearly much sexier, and far more enticing. We wanted to give the hottest thing in the freezer the cheeky campaign it deserved.”

McCain Foods marketing manager ANZ, Karen Ramsay, said: “We’re proud of the product. We think it’s a real game changer for the frozen vegetable category. The campaign Cummins&Partners has created cements the view that it’s time to rethink our expectations of frozen vegetables. And it’s really funny.”

The new campaign will be executed via an online video campaign, OOH and digital in Australia and New Zealand.


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