Description
The holiday season has officially arrived – a time for family and friends to come together and celebrate. But let’s face it: family gatherings can be a lot. Certain topics from nosy but well-meaning relatives will inevitably arise. Talks of engagement rings and grandkids (or lack thereof), political conversations that nobody asked for, and debates about cryptocurrencies are just some of the divisive topics that can cause unnecessary tension at family gatherings.
McCain Foods, the world’s largest manufacturer of prepared potato products, knows that if there’s one thing that can shift those touchy conversations before they cause disagreements, it’s french fries – after all, 99.2% of the population loves them.
Introducing the McCain DistractiFRY: a voice-activated device that dispenses hot, crispy and oh-so-delicious McCain fries each time it hears one of 80 pre-programmed trigger phrases. It senses uncomfortable questions such as “Got a job yet?”, “Who are you voting for?”, and “When are you getting married?” Watch how quickly heated conversations cease and family members gather around with smiles on their faces when the smell of fresh fries wafts through the air.
“Despite best intentions, awkward moments can arise during family gatherings,” says Matt Kohler, Managing Director at McCain. “Our goal is to bring people together, and the DistractiFRY is a fun, relatable way to connect with your loved ones.”
This professional campaign titled 'McCain DistractiFRY' was published in Canada in November, 2022. It was created for the brand: McCain Foods, by ad agency: Rethink. This 360° medium campaign is related to the Food industry and contains 1 media asset. It was submitted over 2 years ago by Communications Manager: Sara Lemmermeyer of Rethink.
Credits
Title: Distractifry
Client: McCain Canada
CCO: Aaron Starkman
CSO: Sean McDonald
ECD: Leia Rogers
Creative Directors: Leia Rogers, Lara Palmer
Art Director, Creative Director: Grace Cho
Art Director, Associate Creative Director: Eric Seymour
Writer, Creative Director: Sean O’Connor
Writer, Associate Creative Director: Jordon Lawson
Writer: Jessica Liew
Senior Strategist: Sam Massooleh
Broadcast Producers: David Fraser-Winsby, Leanne McLellan
Associate Director of Digital Production: Kyle Hicks
Director of Post Production Social: Megan O’Connor
Production House: Partners Film Company
Director: Michael Downing
Post Production House: R&D
Editor: Austin Blackmore, Stephen Parker
Colour & Online: Hardave Grewal
Audio Mix: Wave Productions
Device Build: WonderMakr
Date of First Appearance: November 30, 2022
Brand Narrative:
Account Director: Sara Lemmermeyer
Account Manager/Influencer Specialist: Karin Torn
PR Manager: Jacky Le
PR Coordinator: Kaitlyn Vian
PR Coordinator: Claire Tam
Account Services:
Group Account Director: Kai de Bruyn Kops
Account Director: Michelle Rupisan
Account Manager: Josh Gilmore
Account Manager: Dishant Verma
Client:
Marketing Director - Canadian Retail, McCain Canada: Matt Kohler
Director of Marketing Retail, McCain Canada: Michael Embir
Senior IMC Manager, McCain Canada: Kathryn Miskell
Senior Brand Manager, McCain Canada: Laura Kennedy
Brand Manager, McCain Canada: Nita Sandhu
Associate Brand Manager, McCain Canada: Julia Deep
Other Credits:
Media Agency: UM Communications
Vice President: Joanna Janisse
Director: Andrea Neale
Senior Planner: Adam Steeves
Connections Planner: Gurleen Bhalla
