4th February 2012
Jackets
THE BUSINESS PROBLEM
McCain were launching their biggest new product for years, McCain Ready Baked Jackets. These microwaveable jacket potatoes gave you oven baked tastiness in just 5 minutes. We needed to make a massive deal of this new product but also ensure people knew it was lovingly crafted in the same way as all other McCain products
THE IDEA
McCain are back in the Good Unlimited factory again. This time the workforce is out en masse to see a demonstration of a lovely new product, McCain Ready Baked Jackets and celebrate its arrival. We see the jacket being tested for fluffy-ness and aroma before we get the amazing news, all this is yours in just 5 minutes.
The Outdoor activity stood out for different reasons, the award winning "smelly poster" wafted the delicious aroma of freshly baked potato across bus shelters nationwide and issued money off vouchers at the touch of a button!
THE RESULTS
ROI of £2.11
90% distribution across all grocery
Sales 33% over forecast
12.8% penetration in 6 months
40.44% repeat rate already
