The ad campaign, which launches on Monday (6 April), includes a TV spot featuring ten real families having tea together.
Neil Gorringe, the creative director at Channel 4’s E4, directed the spot through Moxie Pictures.
The eight-week campaign includes outdoor, PR, radio, in-store, VoD and social media activity. As part of the PR campaign McCain will be giving someone the chance to have tea with their favourite celebrity.
At Adam & Eve/DDB the copywriter was Matt Woolner and the art director was Steve Wioland. The photographer for the press ads was Emma Hardy. Media is buy PHD.
Mark Hodge, the marketing director at McCain, said: "Our aim is to create excitement around teatime among new and existing shoppers.
"We are keen to help families across the UK appreciate the occasion, enjoy the good stuff and relish the simple joy of connecting over food as well as offering quality, value and convenience from our product portfolio."
Mat Goff, the joint managing director at Adam & Eve/DDB, said: "The first thing we did when we started working on the business was to go and eat tea with some McCain families.
"We were instantly struck by the contrast between mum’s perception of the occasion and how much good, fun family stuff was going on around the meal time.
"We’ve worked with real families to build a campaign to remind mum that however frenetic and chaotic it might feel, these family teas really are where the good stuff happens."