The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Hannah Bowler | Senior Reporter

July 31, 2023 | 2 min read

The chip-maker is targeting Gen Z with work that talks up its sustainability credentials.

McCain Foods is to tell the story of regenerative farming in its chip production through its latest campaign starring comedian and Love Island voiceover Iain Stirling.

The ‘Let’s all chip in’ campaign includes a 60-second TV spot, and cinema placements and is supported by social, audio and PR. It has been released as part of McCain’s commitment to use 100% regenerative farming by 2030.

Adam & Eve DDB is behind the TV campaign which is directed by Alex Boutell and sees Stirling visit a McCain farm and talk through the sustainable farming method.

Hoping to capture Gen Z eyeballs, McCain has worked with TikTok creators Ayame Ponder, Arthur Hill, Charley Marlowe and Jack Remmington who discover more about regenerative methods to create a series of eight short films. There will also be Snapchat AR Lenses and a LadBible out-of-home activation.

Mark Hodge, vice-president of marketing at McCain Foods UK&I said: “We know that climate change is a real concern, especially for young people and we understand that while we all want to do our bit to help, on an individual level, the scale of change needed can sometimes feel overwhelming.”

The campaign has also tapped radio host Roman Kemp for a longer-form video directed by James Rawlings. Along with Adam & Eve DDB, McCain worked with We Are Social, Freud Communications and PHD.

Sustainability Brand Strategy Creative Works

More from Sustainability

View all