READY BAKED JACKETS by PHD London for Mccain Foods

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READY BAKED JACKETS

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Industry Baking, Cakes & Desserts
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency PHD London
Director Jane Baerselman
Creative Director Jay Pond Jones
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Outdoor Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Outdoor
Advertiser: McCAIN FOODS
Product/Service: READY BAKED JACKETS
Agency: PHD London, UNITED KINGDOM
Advertiser McCAIN FOODS
Product READY BAKED JACKETS
Entrant PHD London, UNITED KINGDOM
Type of Entry: Use of Media
Category: Best Use of Outdoor
Title: READY BAKED JACKETS
Advertiser/Client: McCAIN FOODS
Product/Service: READY BAKED JACKETS
Entrant Company: PHD London, UNITED KINGDOM
Media Agency: PHD London, UNITED KINGDOM
Media Director: Simon Harwood (PHD)
Media Group Manager: Rebecca Clay (PHD)
Media Manager: Charlotte Clayton (PHD)
Senior Hyperspace Project Manager: Brooke Gregor (Posterscope)
Account Manager: Andrew Milner (BMB)
Creative Director: Jay Pond Jones (BMB)
Director: Jane Baerselman (Nexus)
Account Director: Karen Cooper (Nexus)
Account Director: Lucy Egerton (Nexus)
Account Manager: Sara Emanuelson (Nexus)
Public Relations Assistant: Victoria Auckland (Nexus)
Innovative Senior Project Manager: Catherine Taylor (JCDecaux)
Omnicom Group Head: Kate Tovey (JCDecaux)

Results

The sites were a massive hit - capturing imaginations in the UK and beyond.
News of the campaign was picked up by over 140 different publications across the world, even garnering ‘Pick of the Day’ in AdAge in the US.
For extra authenticity one devotee even found the time to pour a can of baked beans over one!
In just two weeks the sensor buttons distributed over 27,000 coupons
And after just six weeks McCain had already achieved a UK Household penetration of 8.5% with sales a massive 30% above forecast.
Results which were far from half baked.

Creative Execution

In the midst of a miserable British winter, we’d bring to life the warmth, smell and taste of baked potatoes with a ground-breaking 4D experience on high streets across the UK.
Warmth: The comforting warmth of a jacket potato was delivered through a realistic fiberglass potato built into the site which actually heated up cold hands.
Aroma: The delicious aroma was delivered by a spray of the scent of freshly baked potatoes which was specially built into the sites - an aroma THREE MONTHS in the making! (You can experience this for yourself by sniffing the campaign summary board which accompanies this entry)
Taste: It wasn’t practical to have people licking a bus shelter so we did the next best thing, delivering an outdoor first by building in buttons which, when pressed, delivered a 50 pence off coupon to purchase the product and try it at home


Baked potatoes - aka Jacket Potatoes in the UK - are delicious and comforting but they take AGES to cook.
But that all became a thing of the past when McCain launched a major innovation in early 2012 - frozen jacket potatoes which are ready from the microwave in 5 minutes and taste as good as oven baked.
However, the notion that microwaved potatoes could taste as good as those from the oven invariably led to disbelief from our target audience.
With taste tests overwhelmingly proving that they were delicious we needed to use media to DEMONSTRATE to a sceptical audience that this was indeed the case.
Our solution was to bring to life the delicious experience of eating McCain Ready Baked Jackets through media that looked, felt and smelled good enough to eat.