McCain has launched a major £1m campaign to drive awareness and trial of its sweet potato product through targeted TV, press, sampling, online and coupons.
A mobile sweet potato sampling stand has been travelling across the UK with 24 stop-offs, giving over 100,000 consumers the chance to taste sweet potato and pick up a coupon booklet which includes three 50p-off coupons.
Supporting this, a sweet potato competition website has been created, giving consumers the opportunity to describe their perfect dinner party for a chance to win a meal cooked by a professional chef. The winner will be selected by a public vote via the website, with competition entrants and voters each receiving a 50p-off coupon for taking part.
Alan Castle, head of customer marketing at McCain, said: “We are dedicated to investing in our products to increase consumer awareness and trial, which is why we are putting significant backing behind sweet potato. McCain sweet potato is a fantastic product, which offers consumers choice and variety at mealtimes.”
The McCain Good Unlimited TV advert, which sees inside a make-believe McCain potato factory, will be repeated on TV screens and in print.
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