February 9th, 2012

Across the UK, McCain Foods has brought their new Ready-Baked Jackets (potatoes, in other words) out of the stores and on to the streets so consumers can experience the product firsthand in several ways.

This groundbreaking campaign tapped into people's senses using touch, smell and sight to create a 360 degree branding experience. In addition to a national 6-sheet campaign, McCain used 3-D special builds featuring massive baked potatoes that dispense vouchers upon contact. Heating and scent dispensing units were also installed in the shelters so consumers had the experience of standing in a warm kitchen with the scent of baked potatoes wafting through the air! Last, fully wrapped shelters and synchronized digital messaging in train stations completed the visual impact of this incredible program.

McCain and JCDecaux left no "potato" unturned when it came to connecting to consumers!