McCain appoints CMW to lead digital account

Canadian chips brand, McCain Foods, has appointed CMW to review their digital strategy following a three-way pitch.

The agency will be responsible for all digital communications for the brand and will work alongside incumbent agencies BMB, PHD, Underwired and Nexus Communications.

McCain recently launched an above-the-line campaign with the slogan ‘If it matters to families, it matters to us’ to build on the brand proposition of ‘It’s all good’.

Gayle While, head of digital at CMW said of the appointment: ‘McCain is at a really exciting place. The category as a whole came in for a lot of bad press a few years ago but McCain sought to fight back. They conducted a 360 review which revolutionised the business leading to huge innovation and great NPD.”

The early stages of the agency review were managed by ISBA.

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