McCain b2b campaign to target pub sector
McCain b2b campaign to target pub sector
A b2b press campaign from food brand McCain focusing on its accompaniments to ‘making a meal’ has been devised by Principles.
The trade press ads promote the brand’s chips, onion rings and its new sweet potato chips, and are specifically aimed at the pub sector, appearing across a range of media including The Publican, The Pub Chef and Caterer and Hotelkeeper, from January.
Donna Rowbottom, marketing manager- Profit Sector, Foodservice at McCain commented: “Research shows that 80% of customers wouldn’t return to a pub that served poor quality chips, so they can really make or break a meal. Principles Agency has created an appealing press campaign that reminds pub chefs and restaurant caterers how McCain’s sides can enhance a meal and leave customers with a positive meal experience.”
Mike Hackett, managing director at Principles Agency, added: “The campaign raises awareness of the positive impact of serving good quality accompaniments. The creative is designed to encourage McCain’s business customers to reappraise their view of sides and look at them as making a difference to a meal. It also pushes the message that good sides can generate customer loyalty and repeat business. A miniature model maker was used to create the chef’s hat, jacket and apron on the ads.”
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Comments
Maybe I am missing something here, but can anyone tell me how this a campaign focusing on b2b?
To me they look and feel like your run of the mill consumer focused campaigns.
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It's quite simple really, the chef's banging out burgers left, right and centre, maybe the odd fish pie, oh and don't forget the baby back ribs. He needs a bit of inspiration. Let me guess you're a boiled veg person yourself?? People like a bit of variety with a meal...sweet potato fries yum yum.
Anon 12:55. I imagine that if it's in the trade press such as The Publican, The Pub Chef and Caterer and Hotelkeeper, it''s aimed at businesses. Also if you click the images in the Image Gallery (top left) you'll get a pop up window that displays the ads at a size which enables you to read the copy.
Glad to have been of assistance.
thank you for the wonderful insights anon 14:27...
what my meaning was, and maybe it wasn't clear, is the imagery used not the blurb... rehashed, excuse the pun, and same old same old.
yours anon 15:09 formerly anon 12:55
Anon 15:10 - Always a pleasure, never a chore.
To the person who can't figure why this is B2B please leave the industry now.
I'm more interested in how tall the miniature model maker was. Is there an EU directive on size for this classification? i think we should be told.
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