McCain Foods has launched an integrated campaign marketing campaign with BMB, showing how McCain Chips are tested on "Good Unlimited Farm" to ensure ‘chip perfection’.

The TV ad shows the chips being tested for ‘desirability’, ‘crispiness’ and ‘fluffy-ness’.

The McCain campaign will drive deeper consumer engagement via cinema, high-profile women’s press, large format outdoor sites, online display and high impact point of purchase activity. There is also a Facebook campaign challenging consumers to see if they have what it takes to become a professional chip tester.

Mark Hodge, head of brand, said: “McCain is all about good food that is simply prepared from good, wholesome ingredients and makes people feel good. Our new campaign continues our “It’s all good” story, by dramatising the love, care and attention which goes into making every McCain chip. This begins on the farm and ends with a delighted consumer eating the perfect chip.

“At McCain we are committed to consistently delivering a superior product. It is this care and attention to quality that sets our products apart. I fully expect the new campaign to drive growth across the entire product portfolio.”

It is expected that the campaign will reach 92% of McCain’s target audience.