McCain’s – Here’s to Love advert
ICA18 Shortlisted Nominee.
Diversity Marketing Campaign Award
It’s not easy to find authentic depictions of real relationships in advertising. So for Valentine’s Day this year, McCain decided to make a change. As part of the brand’s £3.2m ad push, the second in the ‘We Are Family’ series puts real couples in the spotlight, featuring a diverse mix of people and relationships that aren’t always represented by the media. Created by adam&eveDDB, the multi-channel We Are Family: ‘Here’s To Love’ campaign was rolled out across TV, VOD, OOH, cinema, print and online media and social channels for six weeks. Stemming off the back of research which identified that 84% of consumers were unable to recall seeing anything in popular culture that featured a family like their own, the campaign celebrates real relationships and love, with the intention of reflecting the reality of the British population who buy McCain products.