Driving a Wedge between chips, chips and more chips  (2011)

Bronze award winner

Campaign: Driving a Wedge between chips, chips and more chips
Brand: McCain
Client: McCain Foods
Entrant: PHD Media
Principal Author: Simon Harwood - PHD Media
Contributing Author: David Wilding - PHD Media
Credited Companies: Beattie McGuiness Bungay - Creative Agency, PHD Media - Media Agency, BrandScience - Econometric modelling agency, McCain Foods - Client


McCain Wedges lacked a distinctive identity beyond the occasional alternative to chips. McCain therefore needed to grow the Wedges brand but in a way that didn’t cannibalise chip sales. Research unveiled a correlation between Wedges purchase and items bought for barbeques. Taking into account Britain’s unpredictable weather, McCain created ‘sunshine-activated’ executions that were only initiated when the weather forecast looked good. To extend activity beyond the summer months, they also sponsored several movie channels. The thermally activated media and film activity delivered a ROMI of £2.85 and £4.37 respectively. Penetration of Wedges now stands at one in five of all UK households, with frequency at an all time high.

Judge's Comments:

McCain faced a very difficult business problem. This case shows how they tackled this with a brave, neat solution, successfully growing the Wedges brand whilst protecting chip sales. Simon Tilden, Global Category Director for Advertising, Diageo