McCain Foods Australia is showing the importance of diversity with a new ad campaign that represents modern Australian families.
McCain’s We Are Family depicts diverse families around the country dining at home to show how they are all united by the love of sharing a simple meal together.
The dynamic Aussie families include a single mum; two dads with three children and a family of five with a stay-at-home mum.
In a McCain survey respondents unanimous agreed (96%) that mealtimes are important for families to bond together. While 95 per cent said that families shouldn’t feel pressured to cook elaborate dishes.
McCain Foods ANZ marketing manager, Karen Marshall said the company is keen to bring their commitment to family to life in the new campaign.
“This campaign is a representation of our continued commitment to bringing families together, no matter what the budget or time restrictions, with products that make it easy to create meals the whole family will love,” Marshall said.
“McCain celebrates 50 years in Australia in 2019, marking five decades of supporting our family Down Under, from the potato growers we’ve worked with for multiple generations, to our employees across five plants, to our suppliers, operators and customers. We feel privileged to consider them ‘family’ and will continue to support them with our investment in Australia for many years to come.”
DDB Australia produced the campaign which is McCain’s first in Australia to emphasise brand ethos over products.