McCain Foods

McCain DistractiFRY

Agency: Rethink


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 1 year ago by Communications Manager: Sara Lemmermeyer of Rethink.


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

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

Mimar Al Moez
Dassault Systèmes


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