With its debut during the break of the Big Brother Brasil 2023 final, the campaign signed by CP+B seeks to reinforce the message of unity between people
McCain launched its new brand campaign, designed to convey the essence of the company and be present in people’s moments of joy.
The piece, signed by CB+P, has the motto “If there’s McCain, everyone comes” and shows the brand’s crisp as a bond between different people and on different occasions of everyday life. The film further reinforces the “power” of potatoes to break the ice and bring family, friends, colleagues and even strangers together.
The campaign will debut during the break of the Big Brother Brasil 2023 final, which will take place this Tuesday (25). According to Victoria Gabrielli, director of Marketing and Trade Marketing at McCain Brasil, the date was strategically designed so that the brand’s message would reverberate to as many people as possible.
“We understand that being in a moment as awaited as the final of the most famous reality show in Brazil, the BBB, is important and connects us with thousands of consumers. We took advantage of the audience and all the buzz of the TV Globo program as a strategic opportunity to present our new institutional campaign is there. After all, McCain is a super democratic brand, for everyone and that has total synergy with the occasion”, explained the executive.
In addition to Globo, the communication will also be publicized on other free-to-air TV channels such as Record, Band, SBT and Rede TV, as well as developments on the brand’s social networks, via Facebook, Instagram, TikTok and Youtube.
“We want to value authenticity and spontaneity in all digital content on each network. We will also have a plan with influencers on TikTok through fun and authorial language”, said Victoria.
In addition to Brazil, the campaign will be exported to other important countries in Latin America, such as Argentina and Mexico.
Our purpose as a brand, to unite people through McCain potatoes, has always been very strong, and in this new campaign we want to connect Brazilians even more, with our French fries at all times of union and celebration. We are going to take our communication to all of Latin America, mainly to markets where McCain has a strong presence at the consumer table, added Renata Figueiredo, vice president of Marketing McCain Latin America.