Objective
McCain was funding FightMND through a Coles retail partnership, but a donation at the checkout gives no one anything to do. Ahead of Big Freeze 12, the brand needed a way for Australians to take part.
Insight
McCain is at its best in local communities, not in the aisle. And in a Melbourne June, the fastest way to bring people together is hot chips.
Idea
The Big Warm Up. The McCain Chip Truck rolled into Federation Square and four community football clubs already running their own Big Freeze fundraisers, serving free chips and asking people to chip in. Melbourne captain Max Gawn fronted it, with earned media phased around the talent announcement, the community rounds and game day at the MCG.
How it earned attention.
Potato unit sales vs benchmark
+32%
Campaign impressions
32.8M
Earned hits, against a target of 8
140
Serves of chips handed out
27k+
