Agencies line up for McCain online ad brief
By Matt Williams, campaignlive.co.uk, Thursday, 02 September 2010 12:11AM
McCain Foods is reviewing its digital advertising business.
The company has approached agencies and is expected to hold a pitch for the account later in the autumn.
McCain's review is understood to be part of a renewed effort by McCain to connect with consumers through digital advertising.
The company does not currently have a retained digital agency. However, in 2007, it used glue London to create an online campaign that allowed users to deliver messages to their family and friends via a "personalised potato parade".
The pitch is thought to focus particularly on how McCain can use social media to interact with consumers.
McCain's advertising is held by Beattie McGuinness Bungay, which has worked on the business for just over four years, after winning it from TBWA\London in May 2006.
BMB's most recent high-profile work for the brand was a £7 million campaign called "good unlimited", which was released last year and included a TV ad that featured McCain's products being produced in a Willy Wonka-style potato factory.
McCain is a sponsor of UK athletics and, in July, launched a consumer campaign, fronted by the actress Sheree Murphy.
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Vice President Marketing Communications Direct Recruitment £75,000 - £79,000, London
- Product Marketing Manager - ethical business ADLIB Competitive , Gloucestershire
- Innovation Researcher - Innovation & Brand Strategy Bamboo Crowd £35,000 - £55,000, Central London
- Marketing and Administration Assistant Brand Recruitment £20000 per annum, Wellingborough
- OgilvyOne loses BA business
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Iris and Cheil big winners at MAA Best Awards
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Facebook research finds 42% switch device mid-activity