McCain Wedges: Driving a Wedge between chips, chips and more chips
McCain Wedges lacked a distinctive identity beyond the occasional alternative to chips. McCain therefore needed to grow the Wedges brand but in a way that didn’t cannibalise chip sales. Research unveiled a correlation between Wedges purchase and items bought for barbeques. Taking into account Britain’s unpredictable weather, McCain created ‘sunshine-activated’ executions that were only initiated when the weather forecast looked good. To extend activity beyond the summer months, they also sponsored several movie channels. The thermally activated media and film activity delivered a ROMI of £2.85 and £4.37 respectively. Penetration of Wedges now stands at one in five of all UK households, with frequency at an all time high.