Read our new manifesto

Explore our new sections and topics

14 - 18 June

Media and Tech

Creative Trends

Process & Production

Ideas and inspiration

McCain set to waft baked-potato scent through frozen aisles as part of new Happy Days marketing campaign

McCain Foods is set to unveil its new Happy Days campaign on 2 September, featuring outdoor, press, TV, cinema and in-store activity, along with a 3.7 million household door drop.

As well as including a 60 second ad promoting ‘chips for tea’, the campaign will include scented displays being installed in hundreds of Asda and Tesco supermarkets, which will allow customers to smell a jacket potato by pressing the front of the unit.

Mark Hodge, McCain Foods head of brand, said: “McCain will be unmissable over the next 12 months. It’s a big year for the brand and we have big plans to grow the brand and the category by changing the way we talk to the consumer.

“We are a nation of potato lovers and the Happy Days campaign places the enjoyment of our products at the very heart of all of our activity, whether it be Chips, Jackets, Wedges or for Kids. We have a portfolio of great tasting, convenient and high quality potato products that we are very proud of which bring little moments of joy to mealtimes across the country.

“As a result, we’re expecting to significantly grow the brand and the frozen potato category. We have never placed so much support behind our brand and we wouldn’t be doing that if we weren’t confident that we were going to be able to have a major impact.”

This follows McCain Food running a campaign in 2012 which saw the smell of baked potatoes being wafted at various bus stops throughout the UK to promote its Ready Baked Jackets.

In October, McCain followed this with a campaign which saw consumers asked to high-five a giant moulded hand in order to receive a money-off voucher for chips.