McCain launched ‘Differences,’ the third instalment in its We Are Family series, celebrating the emotional impact of the differences that exist within real families across the UK.The £2.5 million multi-channel campaign will be rolled out across TV, radio, VOD, OOH, cinema, print and online media and social channels for six weeks.
The advert is the third instalment in the We Are Family series and features ten real-life families from around the UK, who carry different beliefs on a wide range of subjects.
The new campaign stems off the back of research which identified that 81% of families agree that being in a family which can sometimes disagree is a positive thing, and shows how differences can bring families closer together when discussed and debated around the dinner table.
‘Differences’ was created by adam&eveDDB, and launches nationwide on 19th August, targeted at families of all shapes, sizes and backgrounds across the country. The advert also focuses on two of McCain’s most popular products – McCain Crispy French Fries and McCain Home Chips. Both products are a key part of family mealtimes and provide a versatile delicious chip.
Featuring the voice of actor and comedian Ricky Tomlinson, the advert follows ten real families during everyday moments and highlights how they interact with one another over meal-time.
This will be complemented by wider activity across PR, led by freuds, with content featuring the stars of the We Are Family: ‘Differences’ advert, uncovering different opinions from home life, school, sports and technology, to religion, gender, politics and sexual identity.
Mark Hodge, marketing director at McCain, commented: “Following on from the success of our last two campaigns, ‘Differences’ goes further in celebrating the modern family in all its different forms. The connection between each family really shines through in the advert and showcases that differences, when expressed around the dinner table, can bring a family even closer together. As a family company centrally focused on people and values, and as a major advertiser in the UK, celebrating these differences and the positive impact that they have remains a key focus for us. We loved seeing the positive reactions to the previous We Are Family instalments and are proud to share the next phase with the public so that we can continue to celebrate these differences together.”
Source: Little Black Book