McCain has unveiled the idents for its £8m sponsorship deal for ITV soap Emmerdale.
Created by BMB, the concept centres around a McCain potato field right next to Emmerdale village, which is watched over by scarecrows.
The scarecrows, which are fans of the soap opera, split their time between guarding the potatoes, and watching the antics of Emmerdale, which they chat about.
These idents will run across ITV, ITV on demand, ITV2 and ITV3.
Media planning was handled by PhD.