McCain animates its potatoes

McCain is using stop-frame photography in its sponsorship of ITV teatime
show Soapstar Superchef to show consumers the “painstaking” effort put
into its Potato Gourmet range compared with the convenience of the end
products.

McCain Potato Gourmet is…

McCain is using stop-frame photography in its sponsorship of ITV teatime show Soapstar Superchef to show consumers the "painstaking" effort put into its Potato Gourmet range compared with the convenience of the end products.

McCain Potato Gourmet is a range of five frozen meal accompaniments including Mature Cheddar Cheese & Wholegrain Mustard Gratin and Diced Potatoes with Leek, Onions & Parmesan. The range is aimed at consumers wanting convenience coupled with home cooking. Idents feature the strapline "Proud to accompany your cooking with ours".

The series of five idents has been created by Beattie McGuinness Bungay. Each follows the individual ingredients as they dance, march and eventually cook themselves to create each Potato Gourmet dish.

The sponsorship, which starts on March 19 and was negotiated by Drum PHD, comes ahead of a press campaign to highlight the range.

Soapstar Superchef will run on weekdays on ITV and will feature some of the UK’s top soap stars preparing dishes for three professional chefs.

The sponsorship follows deals with ITV shows Daily Cooks and Saturday Cooks. BMB has also redesigned much of McCain’s packaging to make it more "relevant" to customers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here