McCain sought to reposition the brand in the eyes of UK consumers in order to showcase the quality of its product and change the perception that its food is high in fats and salt.
The creative showed a fictional farm where McCain chips are produced and highlighted the care taken in making every one fluffy and crisp.
By countering common misconceptions around McCain, the campaign had the overall goal of increasing consideration and purchase.
The main reason for using cinema was its ability to reach an affluent and younger audience, in line with the Rustics target audience.
The ability of cinema to deliver incremental reach on top of planned TV and VOD was a key reason for McCain's decision to use cinema. Alongside extending campaign reach, cinema enabled the activity to cut through via its captive environment, free of clutter and disruption.