The launch campaign for McCain’s new Jumbo Crinkle Fries is being billed as ‘unmissable’. Which sounds like an outsized boast – until you see what they’re up to. It’s the latest in a string of creative, genuinely laudable promo ideas to (literally) hit the streets this year…
McCain’s – the Canadian potato products empire – us ensuring that the maximum number of fans will know about – and try – its mew jumbo Crinkle Fries. It’s new Jumbo Coupon campaign is – as adver-tised – truly unmissable…
What they’re doing…
Everything about the promo campaign for new (Jumbo) Crinkle Super Fries is larger than life. Or, at least, the life you’ve been used to up to now.
The fries themselves are billed as, “twice the size of regular fries and perfectly crinkly and crispy. Great for anything from dip to dinner.”
But the ad campaign giving them their official push-off is something else again. They’re dragging huge banners behind small planes… Turning dozens (hundreds?) of billboards, in Toronto, Montreal and Vancouver, bright ‘alert’-yellow. Even painting-up whole sides of buildings as ‘Jumbo Coupons’.
The ‘swag’…
The idea is to scan the QR code provided on each ‘target’ to obtain a ‘coupon’ redeemable at your neighbourhood supermarket. By scanning the QR, you get an electronic ID good for at least $2.50 off your first bag of the new new fries. And the chance to win a whole bag free.
The official bumph…
“Our Superfries lineup has been a staple in Canadian households for years, so when it came time to introduce our latest innovation to the portfolio, Jumbo Crinkle Fries, we knew we had to do some-thing big,” says Michael Embir of McCain Foods Canada, in the official news release.
“We hope these jumbo coupons inspire Canadians to grab a bag of our new Jumbo Crinkle Fries and discover why they’re our biggest, boldest fries yet!”
My take
If you don’t see a Jumbo Coupon in your local environment in the near future, visit this website, “to claim your $2.50 off coupon and get the chance to win a free bag of McCain Jumbo Crinkle Fries.”
It also tickles my funny bone that somebody at an ad agency managed to frame potatoes as ‘swag’!
Not only is the Jumbo Coupon launch campaign really fresh and creative… It’s harmless, family friendly and – best of all – fun!
So go on out there and get some. Fun, that is…
Maggie J.