McCain’s – Here’s to Love advert

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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.


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