CMW wins pitch for McCain's digital advertising account

McCain Foods, the UK-based frozen-food manufacturer, has appointed CMW to handle its digital advertising account.

McCain: BMB handles its advertising business
McCain: BMB handles its advertising business

The agency picked up the business after a pitch against Beattie McGuinness Bungay, which handles the brand's advertising account, and WCRS. The review kicked off in September and was managed by ISBA. Nicola Ech-Channa, the communications manager at McCain Foods, made the appointment.

CMW will now be responsible for all digital activity across McCain's portfolio of brands, which includes Oven Chips, Lightly Spiced Wedges and Micro Pizzas.

The previous incumbent on the account was Glue Isobar, which created an online campaign in 2007 that encouraged users to send messages to their friends via a "personalised potato parade".

McCain's recent advertising activity includes the TV ad "pride", which aimed to show how the company understands British family values. Created by BMB, the ad featured McCain products hanging on the wall in the style of family photos and used the strapline: "If it matters to families, it matters to us."

Media planning and buying for the company is handled by PHD, while Underwired is the incumbent on its eCRM business.

Gayle While, the head of digital at CMW, said: "McCain is at a really exciting place. To be working with the industry leader and to take them on the next chapter of their digital journey is a great accolade."