McCain has set out to reframe teatime and champion the good stuff that happens in homes all over the UK with an £8m marketing push.
Launching on Easter Monday (6 April), the Adam&EveDDB created campaign features real families in their own homes having tea to reflect the realness around the occasion. From kids roller-skating around the kitchen, to dogs at the dinner table and eating on the sofa, the fly-on-the-wall concept aims to bring to life the everyday joys of teatime.
McCain's marketing director Mark Hodge commented: "McCain has been a family favourite for 50 years; not only do we know a few things about potatoes, but we also know a lot about family teatimes. We have listened to mums and we know that teatime has become a functional occasion; it's busy, over in a flash and often goes unappreciated."
Mat Goff, joint managing director at Adam&EveDDB, added before working on the campaign the agency went out and ate tea with British families and was "instantly struck by the contrast between mum's perception of the occasion and how much good, fun family stuff was going on around the meal time."
"We've worked with real families to build a campaign to remind mum that however frantic and chaotic it might feel, these family teas really are where the good stuff happens."
The campaign will run for eight weeks and also features outdoor, PR, radio, in-store, video-on-demand and social media. Above-the-line activity will be supported by a strategic PR campaign designed to elevate and amplify the teatime experience. A competition mechanic will also give consumers a chance to win tea with their favourite celebrity.