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McCain pioneers ‘shoot it, show it’ same day ads in new adam&eve/PHD campaign

McCain, now styling itself the “nation’s favourite teatime brand,” is launching two new linked autumn campaigns.

First off is a renewal of its sponsorship of ITV soap Emmerdale to 2018 and also this campaign from adam&eveDDB and media agency PHD showing real life Emmerdale fans (well there must be some) eating their high teas while watching Emmerdale.

McCain marketing director Mark Hodge says: “We already use real families in our ads but this autumn we are taking our focus on real teatimes a step further by asking families across the UK to take part, share their own teatime content for a chance to be on TV that very same day. The campaign will be supported by a heavyweight pre-promotion campaign across broadcast, print, radio and social, and we feel that involving mums in the campaign and asking them to celebrate and share their teatime moments, will help drive reappraisal around teatime.”

Cinéma vérité huh? Or crowdsourcing as we now call it.

A&E is a real palace of varieties these days. And PHD must have put some work in too.

MAA creative scale 7.5.

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