McCain launches craft beer battered fries in Australia

McCain has launched a range of craft beer battered chips via a new campaign from Cummins&Partners that "challenges the norm" of online advertising with a long and complex audio clip.

Three craft beer flavours - Pale Ale, Session IPA and Golden Ale - bring modernity, new flavour and sophistication to the frozen chip category.

Heath Collins, Cummins&Partners creative director:

“I betcha couldn't craft a better McCain craft beer battered chip ad than a Cummins&Partners McCain craft beer battered chip ad, because Cummins&Partners use a little bit of better craft to best craft them.”

Long gone are the days of frozen chip shame, your foodie mates won’t know what hit them.

Sophie Webb, McCain Foods, Australia & New Zealand senior brand manager:

“It’s great to bring to life our McCain Craft Beer Battered Chip range through a new creative campaign that is truly a cut above and appeals to younger audiences.”

The campaign is rolling out across Australia with an online video campaign, OOH, and radio.