The story and task
McCain launched a little package of genius in the shape of a great oven baked tasting, ready in five minutes microwaveable potato: ‘Jackets’
One on one media approaches with the national press setting high profile food writers the challenge of reviewing the breakthrough new product (Tom Parker Bowles, Alex James...); social media championing of the 3D warming poster spuds that accompanied the launch; and 'come and have a go' lifestle media and blogger challenges.
Significant features in the Mail, Sun, and Mirror; social media impact across all popular channels; and helping over 1 million Jackets flying off the shelf at launch. The campaign delivered just over 90m OTS, with an ROI of 6 to 1, four and half times the planned KPI target.