McCain, McCain Tour de France
2015
McCain heightened its brand image by taking part in the legendary Tour de France advertising parade.

McCain Tour de France

Background

McCain is the leading producer of frozen potato products in France; their team produces one French fry out of every three sold in France, a quite remarkable statistic. Their popularity is intrinsically linked to the quality of their products, but also the generous and approachable brand that has been steadily created over time. Recipe ideas and stories are frequently shared across various brand platforms with the ultimate goal of creating a personable brand that brings families together.

Approaches

McCain approached CBA in 2014 when the brand was shifting their emphasis onto ‘Relishing everyday joy’. The brand needed a re-structure but aimed to avoid being too loud and explicit in its development. The reason for this change in philosophy was to consolidate its leading position amongst its competitors and to further the emotional response from the consumer to the brand. Having made parallels in the ideologies of McCain and the Tour de France, CBA suggested that the values of authenticity, integrity and enjoyment were exploited as a partnership between the two. The obvious platform to exploit the partnership was the car parade that snakes around the country following the race.

Creative Solutions

The parade consisted of a 3 vehicle, 16-man team and followed the cyclists on every stage. A float was decorated in the recognizable McCain yellow, as was a tractor that carried a large structure on its back that resembled a pack of french fries. 250, 000 McCain goodie bags were distributed along the route as well as additional marketing tools such as competitions to win trips to France and top level racing bikes. The team actively engaged with supporters on their trip and helped to create a tangible sense of the friendliness of the brand. On a simpler level, the colour yellow was inevitably significant because it is the colour of jersey that the leading rider wears in every race. Therefore, when the McCain float made its way along the route, it inevitably drew attention.

Results

A large audience was reached (12 million spectators) and the promotion retained a sense of reality because it was seen in the flesh, rather than on social media platforms. The campaign was greeted with enormous success, amongst both consumers and experts of the field. It was subsequently awarded the Jury Grand Prize in recognition of its inventiveness, attractiveness and display of dynamism.

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