McCain Foods, the world's largest manufacturer of frozen potato products, recently unveiled the 'Differences' commercial as part of its "We Are Family' campaign. The video celebrates the unique differences in real-life families across the UK.
The campaign seeks to be inclusive and diverse by showing a variety of modern families and family dynamics across the nation. While the family members may differ on beliefs and disagree, these "differences" can ultimately bring them together. The importance of family unity is displayed around the dinner table where the featured families eat McCain Crispy French Fries and McCain Home Chips.
The multi-channel campaign will debut on TV, VOD, radio, OOH, print, cinema, and social media for six weeks.
Storytelling Family-Specific Ads
McCain Launched the Differences Campaign That Focuses on Family
Trend Themes
1. Inclusive Advertising - McCain's 'Differences' commercial reflects a growing trend towards inclusive and diverse advertising campaigns.
2. Celebrating Family Diversity - The 'We Are Family' campaign highlights a trend towards advertising that celebrates diversity in family structures and dynamics.
3. Multi-channel Marketing - The use of multiple channels, including digital and traditional media, in McCain's campaign reflects a trend towards comprehensive and integrated marketing strategies.
Industry Implications
1. Food Manufacturing - The frozen food industry can capitalize on the trend towards family-specific advertising by creating products that appeal to a variety of families and emphasize family meal time.
2. Marketing and Advertising - Marketing agencies and advertising firms can help companies create cohesive and inclusive campaigns that reflect the diversity of modern families.
3. Media and Entertainment - Media outlets, including TV, VOD, social media and print, can benefit from the trend towards inclusive and diverse advertising campaigns by partnering with brands that value these values.