McCain does it again with new campaign for the senses via Carat and Whybin\TBWA Melbourne

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McCain shopaLite.jpgMcCain has rolled out a national campaign designed to entice shoppers towards the freezer aisle in their local supermarket, creating an irresistible path to purchase through the use of scented shopaLite panels dispensing the scent of cooked potato chips at the push of a button.

The campaign initiated and implemented by Carat and Posterscope and created by Whybin\TBWA Group Melbourne, includes 25 shopaLite panels that dispense the tasty scent of the famous potato chip brand in retail environments along the eastern seaboard of Australia for a six week long campaign.

The scent-enabled units are a market first for the category, and each shopaLite features an image of an oven baking freshly cooked golden potato chips inside with a child watching with anticipation from outside.

Campaign timing supports school holidays in an effort to leverage higher supermarket foot traffic and capitalise on seasonality, as southern states approach cooler temperatures. The out of home element supports McCain’s latest TVC which has been simultaneously amplified in an array of other media channels.

Says Hayley Jeans, business director at Carat: “Is there anything more tempting than the smell of chips baking in the oven? This is a campaign that really supports our agency’s values of ambition and innovation and we look forward to producing more work like this for McCain in the future.”

Says Angela Thorpe, marketing manager at McCain Foods: “Frozen chips are very popular and are often bought on impulse. This campaign provides an opportunity for shoppers to physically engage with the creative and evoke the familiar, alluring smell of fresh, hot chips on their path-to-purchase. I praise Carat for thinking differently about our media channel selection and producing a solution that considered how multiple platforms interact with each other to help with recall and conversion to purchase. We look forward to seeing how many people have followed the scent into the freezer section of their local supermarket.”

The campaign is currently active in high traffic shopping centres until 16th May.

Campaign: McCain Potato Chip Range – SuperFries, Original Fries and Original Wedges

Client: McCain Foods

Media: Carat & Posterscope

Creative: Whybin\TBWA Group Melbourne

OOH and Production: oOh!

Printing: Cactus Imaging – special build posters