DDB Melbourne: McCain seizes the emotion power cell

In the world of slogans, Ah McCain, you’ve done it again stands among those kept in people’s hearts. And yet, in Australia, it has always been attached to product advertising.

Until now. DDB Melbourne’s new campaign for McCain Foods ANZ is a foray into emotional brand-building, bonding the brand – and its famous tagline – to the importance of coming together over a family meal and an overt acknowledgement that family comes in all shapes and sizes.

We are Family is the first masterbrand campaign for McCain in Australia highlighting the brand’s ethos while retaining the Ah McCain, you’ve done it again tagline. The campaign localises a successful campaign of the same name that aired in the UK, created by London-based DDB sister agency, adam&eve.

It features real Australians, not actors, including a single mum who is making her way on her own, two dads who’ve adopted siblings from their home countries and a family of five with a stay-at-home mum.

McCain marketing manager, Karen Marshall, commented, “McCain has long supported families coming together, no matter what the budget or time restrictions, with products that make it easy to create a great tasting meal that the whole family will love.

“With the majority of Australians agreeing that brands need to do better to represent modern families in advertising, McCain is proud to reflect the changing dynamics of families in Australia.”

DDB Melbourne executive creative director, Anthony Moss, added, “It’s an honour to play our part in creating the first masterbrand campaign in Australia, for a brand as iconic as McCain. While the meaning of family evolves, so too does the imagery used to portray a family need to evolve in our advertising. It’s a credit to McCain to have a desire to reflect these societal changes and we look forward to continuing McCain’s journey into emotional storytelling.”

The campaign is running across all major TV, cinema, social and online.