McCain, the nation’s favourite teatime brand, is launching two multi-million pound marketing initiatives next week that will shine a spotlight on modern, midweek family teas: A week long series of consumer generated content TV ads, and the renewal of McCain’s sponsorship of Emmerdale, with new ident creative.
Kicking-off on 5th October, ‘The Nation’s Teatime’ will see McCain crowd-source teatime content everyday for a week, from real families across the nation, edited into an ad against the clock and aired on ITV later that same evening. McCain will turn real families into teatime TV stars, all they have to do to participate is share real life video clips of themselves enjoying their tea on the brand’s dedicated hub. The fly-on-the-wall UGC films, created by PHD and adam&eveDDB, will then be edited into a ‘Teatime today’ advert and aired during a teatime ad-break at 8.45pm on ITV that evening.
Mark Hodge, Marketing Director at McCain says: “We already use real families in our ads but this Autumn we are taking our focus on real teatimes a step further by asking families across the UK to take part, share their own teatime content for a chance to be on TV that very same day. The campaign will be supported by a heavyweight pre-promotion campaign across broadcast, print, radio and social, and we feel that involving mums in the campaign and asking them to celebrate and share their teatime moments, will help drive reappraisal around teatime.”
In a further effort to cement the brand as synonymous with teatime and to champion the good stuff that happens at tea, McCain has renewed its high profile Emmerdale sponsorship to take the collaboration to April 2018. The new deal cements the association between two of the country’s much-loved brands, a relationship that started in 2014.
For the renewed sponsorship, McCain is launching a fresh new creative treatment which highlights the brand’s continued commitment to championing the nation’s ‘real’ family teatimes, in line with the overarching brand campaign.
The new Emmerdale idents have been made using real fans of the ITV soap having tea whilst watching the show. The families selected to take part all share the same surnames as the famous cast, including the real Kings (from Croydon), Whites (from Stockport) and Sharmas (from Preston).
McCain will amplify the real fans of Emmerdale campaign beyond the idents and as part of a wider TTL campaign including; VOD, press partnerships, PR and social media activity.
Mark Hodge says: “McCain is loving life up in the Dales and we are delighted to be extending our current partnership with Emmerdale. McCain and Emmerdale are the perfect fit and the sponsorship provides us with the opportunity to connect with our core audience and champion those treasured moments that happen in the nation’s homes at teatime.”
Gary Knight, Commercial Content Director at ITV, says: “ We are delighted to be continuing our relationship with McCain. Emmerdale is a popular staple of the ITV schedule and as such is a great brand fit with McCain.”
Mark Hodge, Marketing Director at McCain says: “Both initiatives will help McCain reframe teatime and champion the good stuff that happens in the nation’s homes, and help families across the UK to appreciate the occasion.”