DDB Australia

McCain x DDB Melbourne

McCain celebrates changing dynamic of Aussie families in new campaign


Branding in asia | 3 july 2019

McCain Foods ANZ has released a new campaign via DDB Melbourne that celebrates “the changing dynamic of Australian families and the importance of coming together over a meal.”

‘We are Family’ is the first master brand campaign for McCain in Australia highlighting the brand’s ethos while retaining the “Ah McCain, you’ve done it again” tagline.

To better reflect modern Australia, the ad features real people including a single mum who is making her way on her own, two dads who’ve adopted siblings from their home countries and a family of five with a stay-at-home mum.

“McCain has long supported families coming together, no matter what the budget or time restrictions, with products that make it easy to create a great tasting meal that the whole family will love,” said Karen Marshall, marketing manager, McCain.

Read more on Branding in Asia.