McCain Foods Ltd. is a frozen food company that captured more than 80% of the market share in the category. The brand’s core proposition is ready in 3-mins variety - restaurant-like taste at home and value for money. In terms of product association, French Fries and Smiles were the two hero products that were associated with McCain.
McCain wanted to capture the attention of every household in the country by making mothers their champions. They wanted consumers to consider McCain as everyday snacking option and also build awareness about their range of products.
“The brand aimed to build brand RTBs and strong brand associations around key benefits of McCain like taste, variety, and easy to cook.”
McCain took an insight-based Community Marketing solution to drive conversations around tasty, ready to eat, and variety of snacking options by engaging with 2.2 million members across 68 parent communities.
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
Based on the existing conversations we observed, we aimed to drive conversations around how members should keep their houses clean and ensure that they are germ-free.
The campaign was run in 4 phases where each campaign was live for a month.
In all the 4 phases, we created snacking moments with McCain. In the first phase, the group admins shared the personal snacking habits during monsoon. They shared their reason for having McCain and why its their favourite snacking options. Every group admin shared their personal experiences on the taste, time to cook, variety options, and many more. In other phases, the admins strenghtened the association of McCain with other moments like having snacks while watching IPL, family and friends get together, recipes with McCain, and during festive season. The admins shared how McCain has helped them save time and given them a chance to enjoy quick snacks without having to compromise on taste.
In every phase, admins not only shared their personal and varied experiences with McCain but also encouraged the members to try and share their experiences.
All the 4 phases, helped vocalize the positive experiences of users as they participated in the campaign by sharing their reasons of preference in the form of User Generated Content (UGCs) for the brand.
Contest based campaign helped in generating organic brand mentions while sharing recipes with pack shots.
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