The campaign drove exceptional brand awareness & sales lift results including:
+9.0%
Lift in Incremental Sales
+$800K
Incremental Retail Sales
The Challenge
McCain Foods, a multinational frozen foods company that specializes in prepared potato products, was challenged in 2023 to break through with US market consumers & establish brand awareness for their quick-cook potato retail products.
McCain Foods campaign goal was to boost awareness and sales penetration among both prior and new, non-brand and non-category consumers.
The Solution
McCain Foods partnered with Zefr in Q1 & Q2 2023 to develop a custom contextual inclusions strategy to reach A25-54 target audience in key US markets by contextually aligning with brand safe and suitability family lifestyle, dinner & cooking moments, and seasonal tentpole themed content. McCain & Zefr also leveraged 3P measurement solutions with Kantar Millward Brown and Nielsen Catalina Solutions to measure KPIs.
Results
The campaign broke through to viewers, generating positive brand perception:
Brand Lift
McCain also broke through to new consumer audiences including among New, Lapsed, or Never Buyers
NCS Sales Lift
Among Exposed New,
Lapsed or Never Buyers
Finalist for 2024 ThinkLA Idea Awards
Campaign of the Year — Partners
“Cooking Up Impact: Zefr & McCain Foods Drive Sales & Full Funnel Brand Lift”
