With 84 per cent of Australians in agreement that brands need to do more to better represent modern, real-life families in advertising, today McCain Foods Australia launches a new campaign, We Are Family, highlighting the diversity of families.
The ads feature real families and celebrate the importance of coming together over a meal. The advertisement showcases a single mum, two dads with adopted children and a family of five with a stay-at-home mum to reflect the changing dynamic of families in Australia.
What unites them is the love of sharing a meal together, an insight reinforced by McCain research into audience perceptions. The research found Australians are in nearly unanimous agreement (96 per cent) that mealtimes are an important way for families to spend quality time together , while 95 per cent agree that families shouldn’t feel pressured to cook an elaborate meal.