McCain campaign brings Ready Baked Jackets to life

Written by Colin Gillman | 07 February 2012

McCain Foods UK (Ltd) is using a unique marketing technology, as part of a £1.4 million multi format campaign, to arouse consumers’ senses and demonstrate, quite literally, just how delicious its new McCain Ready Baked Jackets really are.

The company wanted to recreate the in-home experience of their new product direct to the consumers on the streets by bringing them to life througha special outdoor campaign which was booked with JCDecaux by PHD and Hyperspace at Posterscope.

3D jacket potatoes will be appearing at bus shelters across the UK, and are set to heat up the nation and set taste buds tingling during this cold snap. When consumers press a button on the poster, a hidden heating element gently warms the potato and releases the mouth-watering aroma of a slow oven-baked jacket potato throughout the bus shelter. The aroma was developed over three months in collaboration with a specialist scent lab to accurately match the warming scent of McCain Ready Baked Jackets.

In a media first, the bus shelters will also dispense money off coupons, redeemable across multiple and independent retailers, to make it easier for consumers to trial McCain’s latest product.

The Outdoor campaign will include ten fully-wrapped bus shelter specials, fitted with 2-feet high, fibre-glass potatoes, in addition to billboards, roadside six-sheets and point of sale six-sheets at Tesco, ASDA, Morrisons and Sainsbury’s. Digital Outdoor will also reach commuters with tailored messaging on screens in train stations. The campaign is set to be introduced in major cities across the UK, including London, York, Nottingham, Glasgow and Manchester.

www.jcdecaux.co.uk