UK: 'Lucky Spuds' promo to emphasize McCain's quality potato sourcing

In the United Kingdom (only!) McCain Foods is offering consumers the chance to win £100,000 via their new on-pack promotion ‘Lucky Spuds’.

In addition, consumers will also get the chance to win £1,000 every day for the duration of the promotion (19 March – 10 June), meaning a total prize fund of £186,000 is available – the largest McCain has ever given away.

‘Lucky Spuds’ will be supported with a £2.5 million heavyweight above the line and below the line marketing campaign to drive consumer awareness and participation, with TV ads airing from 19 March.

It is expected to create interest at point of purchase, drive deeper consumer engagement with the brand and drive sales.

The promotion aims to drive incremental sales Consumers looking to enter will need to purchase a participating ‘Lucky Spuds’ pack and use the back of pack code to play.

The promotion, which will run on special packs of McCain Oven Chips is hoping to drive incremental sales.

The ‘Lucky Spuds’ promotion aims to emphasise the importance McCain places on quality sourcing.

Only the quality potatoes are used for McCain chips and consumers playing the competition on www.facebook.com/McCainUK (only accessible in the UK it seems) are asked to help find these Lucky Spuds by unearthing them as quickly as possible.
 

McCain Lucky Spuds Competition

Blue Chip is proud to announce their latest campaign, developed on behalf of McCain.  

In the brand’s biggest ever on-pack promotion, consumers are invited to play 'Lucky Spuds'  - in return for the chance to win up to £100,000.

Launching on 19th March, special codes can be found across Home Chips, Oven Chips, Rustic Chips, Hash Browns and Roast Potatoes.

Consumers just need to use the pack codes to log on to Facebook and start the digital game – a virtual potato field where they have to find all the lucky spuds, and avoid the time-penalty duds, in the quickest time possible.  Anyone recording the quickest daily time wins £1,000. The ultimate fastest fingered consumer will win the big cash pot.

The campaign builds on the brand proposition of ‘chip perfection’, highlighting that only the best quality potatoes go on to become the ‘Lucky Spuds’ used for McCain chips. 

McCain’s Senior Brand Communications Manager, Joanna Eastwood said: “Blue Chip Marketing has developed a campaign that brings the McCain TV ads to life through the line, whilst offering consumers what they need at a time when household budgets are experiencing increased pressure.”

Stewart Hilton, Creative Director at Blue Chip Marketing added: “Shoppers don’t browse the cold freezer aisle as much as other fixtures. By offering a life changing cash giveaway in today’s cash strapped times, we hope to overcome this barrier and increase traffic to the fixture.” 

This is Blue Chip’s first campaign for McCain following a recent formal agency review and subsequent three-way pitch.

The campaign will run until 10th June 2012.