McCain Superfries and KBS Canada are introducing the "Let Cravings Be Your Guide" campaign to reposition French fries as more than a dinner side dish.
Two spots — Date Night and Girls' Night — showcase how simple ingredients can transform fries into a gourmet meal that can be served during date night or with friends. The concept's general message is to "demonstrate what it means to live in the moment, trust your instincts and let cravings be your guide," say agency executives.
This is the first project since KBS Canada was named lead agency for Superfries by McCain Foods Canada. The MDC Partners-owned agency recently won the business.
"KBS tapped into the mind of our consumer and found a strong insight around cravings,” stated Paul Gallagher, director, marketing, McCain Foods Canada. “We knew our consumer got really passionate about fries they enjoy while eating out, but there was an opportunity to elevate the experience at home. The idea was to show that with McCain Superfries, you really can’t go wrong."
The campaign will also include digital, social, and in-store elements. Out-of-home will appear in Toronto, Montreal, Vancouver and Calgary."
McCain previously worked with Grip on Superfries with the #Modifry campaign, and with Taxi prior to that on “It’s All Good.”