McCain’s Jacket Potato campaign has
won a Silver Lion at the Cannes Media Lions. The campaign used Outdoor to arouse
consumers’ senses, with a giant 3D potato that was warm to the touch – that also
emitted the tempting aroma of just baked potato. In a media first, the shelters
also dispensed money-off vouchers.
The campaign in February 2012 was a massive hit - capturing imaginations in the
UK and beyond. News of the campaign was picked up by over 140 different publications
across the world, even garnering ‘Pick of the Day’ in AdAge in the US. For extra
authenticity one devotee even found the time to pour a can of baked beans over one!
In just two weeks the sensor buttons distributed over 27,000 coupons And after just
six weeks McCain had already achieved a UK Household penetration of 8.5% with sales
a massive 30% above forecast. Results which were far from half baked.
The Outdoor campaign was booked with JCDecaux Innovate by PHD and Hyperspace at
Posterscope The creative was by BMB.