By John Glenday, Reporter

June 1, 2022 | 2 min read

Frozen food brand McCain has a lot on its plate with the confirmation that drag queen Baga Chipz is to serve as the brand’s creative director.

In an unconventional move, McCain turned to RuPaul’s Drag Race UK, the BBC Three reality TV series, to shake up its existing team, with show star Baga fronting its ‘Anything Goes’ campaign.

The role will see Baga bring her unique style to midweek dinners, elevating the humble chip from a plate filler into a bold and beautiful meal.

The self-proclaimed Queen of Chips will tackle classic dishes ranging from chip butties to chips and beans, each of which is glammed up with Baga’s personalized diamante oven glove.

Baga said: “Everybody knows that chips are the star of any plate. Just like me, they’re completely gorgeous and always the center of attention, so don’t be afraid to get creative with them. Midweek meals are the ultimate occasion to let loose and I will be here to bring a bit of ‘appiness by serving you some delicious potato realness. So look out, your midweek meals are about to become Much Betta!

“As McCain’s creative director, I’ll be helping the nation embrace the wonderful, magical world of chips and encourage everyone to celebrate their mealtimes. I can’t wait to reveal my Baga-twist on delicious potato recipes. We’re much better when we live as our authentic selves, so go on... live your truth, grab a chip and be fabulous!”

Mark Hodge, marketing director at McCain, said: “We’re delighted to finally be able to unveil Baga as our first-ever creative director – her iconic and fearless attitude perfectly encapsulates our ‘Anything Goes’ philosophy. With Baga’s support, we really want to highlight that any meal can be exciting when you invite McCain on to the plate through our new series of social videos.”

The colorful creations will debut tomorrow on Baga’s Instagram account.

Ru Paul’s Drag Race UK has been held up as an example of what is possible when brands dare to look beyond traditional demographics.

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