McCain in £6m push to drive loyalty

McCain Foods is launching a new website and £6m above the line campaign to drive engagement and long-term loyalty in its frozen food brands.

The campaign and website aim to demonstrate that McCain “understands what’s important to families” and uses the strapline: “If it matters to families it matters to us”.

The frozen food manufacturer has overhauled its online presence and eCRM programme with a interactive site that encourages visitors to contribute and share content via social media.

The interactive website, created by Underwired Amaze, includes personalised content such as video recipes, local event information, downloadable money-off coupons, games and ideas for outdoor activities for families.

Visitors are rewarded for their engagement with points called “spud shillings” which can then be translated into vouchers for high street retailers such as HMV and

Nicola Ech-Channa, communications manager at McCain Foods, says: “The website, aims to “build an emotional connection with consumers and reward them for the time they spend online with the brand.”

A £6m advertising campaign including TV and radio launches on 15th September and will run for six weeks