McCain has launched a Facebook app, the first work created by CMW after being appointed in November.
To promote McCain Rustic Oven Chips as a guilt-free choice, CMW introduces Ben, the eligible Rustic’s farmer. Ben acts as confessor to consumers wanting to own up to their guilty secrets.
Women can engage with Ben via a Facebook app designed to appeal to Rustics’ core target audience of health-conscious upmarket young, single women.
Visitors to the McCain Rustic Oven Chips Facebook page can say goodbye to their guilt by sending a short message to Ben revealing their secret.
People who reveal a secret will automatically be entered into a free prize draw to win a guilt-free five-day shopping trip to New York for themselves and a friend with £2,000 spending money.
CMW has created an online ad campaign to promote the free prize draw.
McCain Rustic Oven Chips on Facebook