Response and message take out is strong leading to increased appeal and motivation

Cinema also drove increased awareness and purchase consideration of Rustics which benefited the wider McCain brand

Objectives and activity

A new multi-media campaign ran for McCain Rustic Oven Chips to:

• drive awareness and ultimately purchase consideration
• make the McCain brand more permissible and enhance brand attributes of natural and simple ingredients

Methodology

Using the McCain brand tracker with a cinemagoer boost

Key findings

• Cinema brings a significant amount of incremental reach (+7%) over and above TV which increases further with multiple visits
• Response to the campaign is particularly strong for appeal and motivation to purchase
• Cinema has been as effective as TV for McCain’s key messages
• Cinema has driven awareness and purchase consideration of Rustics and generated a ‘halo effect’ on the wider McCain brand in terms of consideration and involvement