McCain

McCain

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  MC CAIN’S NATION’S TEATIME MC CAIN’S NATION’STEATIME Executive Summary This is the story of how we used Newsbrands to launch McCain’s Nation’s Teatime campaign and drive awareness of McCain’s message that it brings people together at Teatime amongst its core family audience. We launched our campaign through Trinity Mirror’s portfolio of newsbrands to gain national scale and awareness. Through a series of ads and native content we managed to get Britain involved in our campaign and delivered a 60% increase in perception scores that McCain brings people together at Teatime.
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  MC CAIN’S NATION’S TEATIME Background Objectives Insight Britain’sTeatime isn’t what it used to be. For parents it has become less of an occasion to savour with their children and more something to get out of the way before the sanctity of bed time. Time poor parents are throwing any old supermarket own label brand chips on to their children’s plate and for McCain this was becoming an increasingly worrying phenomenon. To address the issue our campaign would set out to show Britain that Teatime should be an occasion where ‘good stuff’ happens and that McCain is right at the heart of this occasion. THE CAMPAIGN OBJECTIVES WERE: • To drive reappraisal of the quick midweek Teatime occasion amongst parents • To create an association with McCain as a brand that would make ‘good stuff’ happen on Teatime occasions WHAT WAS IT AND HOW DID YOU GET THERE? Our research showed that Britain’s parents didn’t feel great about the Teatime occasion and that generally they wanted it to be over quickly without having to put too much thought into it. We set to prove parents wrong by addressing the fact that there are actually unappreciated moments of joy happening across Britain at Teatime. Our campaign idea would focus around showing parents that, actually, teatimes are a place where ‘good stuff’ happens and the creative idea looked to celebrate these real moments from families to remind parents of this. We would therefore document what was going on at Teatime across the country, and air it in a post-tea TV ad break and later the same evening. But to pull it off we would need newsbrands to drive awareness and encourage video submissions for the Teatime today adverts.
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  MC CAIN’S NATION’S TEATIME Theplan Our communications would need to encourage parents to upload videos of their family’s Teatime to be part of the campaign and appear in McCain’s real ad break later that evening. The immediacy and multiple touch points of newsbrands made it the perfect fit for our campaign. It would also allow us to ensure our content was seen early in the day for video uploads to be done before the daily teatime ad airing. We chose Trinity Mirror Solutions portfolio of newsbrands to launch our campaign as it had national scale and reach on a region to region basis. Its audiences would also be the perfect fit for our campaign and content could be tailored on a region by region basis. We launched with a full page advertorial across print, digital-native, digital directional and social through Trinity Mirror’s entire portfolio of newsbrands (The Daily Mirror, Daily Record, Liverpool Echo, Birmingham Mail, South Wales Echo, The Chronicle – Newcastle, Manchester Evening News, Hull Daily Mail, South Wales Evening Post, Bristol Post, The Daily Express and The Daily Star) which was tailored to be specific for the different families in different regions. We were able to create content, which would feature in print and online, with Jenni Falconer and Jeff Brazier. The video was housed in a native story which was promoted editorially and through directional around Trinity Mirror’s portfolio of new websites, including the homepage. The story itself also featured a direct link to the McCain microsite. All of which drove awareness of McCain’s campaign to our core family audience and drove video submissions of Teatime moments to be used in the TV spot. We ran roadblocked native stories across the Trinity Mirror’s portfolio of websites with editorial homepage placements and social support. All of this was supported through paid social, PPC and radio to further encourage parents to participate in our campaign by uploading their Teatime footage. The video submissions were turned into four daily ads which were aired to celebrate the Nation’s teatime that week. Working closely with ITV we booked into the 20:45 break each evening. The advertising agency situated themselves at ITN studios ready to produce the ad in real-time and broadcast it in a matter of hours.
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  MC CAIN’S NATION’S TEATIME Results Clientview Elizabeth Pyle, Product Manager, McCain Newsbrands played a crucial role in this campaign. We needed to gain mass awareness and reach to drive video submissions from our core audience of families. Trinity Mirror delivered this through it’s vast national portfolio of newsbrands across print, native and social. “ “ THERE WAS A 60% INCREASE IN PERCEPTION SCORES THAT MCCAIN BRINGS PEOPLE TOGETHER AT TEATIMEFROMTHOSEWHOHADSEENTHEADVERTISING THEREWASALSOAN 11% UPLIFTIN PURCHASE CONSIDERATION AMONGSTTHOSEWHOHADSEENTHEADVERTISING AND FINALLY, MIRROR READER PANEL RESEARCH SHOWED THAT 47%AGREED‘TEATIMES IS WHEN THE GOOD STUFF HAPPENS’ AFTER SEEING THE MCCAIN CONTENT