McCain Foods partnered with Reed Pacific Media to create a scented national out of home, path to purchase campaign in support of the launch of the McCain’s cooked potato chips for winter. Using the irresistible fragrance of Cooked Potato Chips dispensed from oOH! Media’s shop-a-lite panels along the eastern seaboard, McCain created a market first for the category.
Says Hayley Jeans, business director at Carat: “Is there anything more tempting than the smell of chips baking in the oven? This is a campaign that really supports our agency’s values of ambition and innovation and we look forward to producing more work like this for McCain in the future.”
Says Angela Thorpe, marketing manager at McCain Foods: “Frozen chips are very popular and are often bought on impulse. This campaign provides an opportunity for shoppers to physically engage with the creative and evoke the familiar, alluring smell of fresh, hot chips on their path-to-purchase. I praise Carat for thinking differently about our media channel selection and producing a solution that considered how multiple platforms interact with each other to help with recall and conversion to purchase. We look forward to seeing how many people have followed the scent into the freezer section of their local supermarket.”