Making a Food Product Launch EPIC!
McCain, the world’s largest manufacturer of frozen potato products, needed to intrigue the foodservice channel with its newest innovation. We developed our “Epic Starts Here” campaign to herald McCain’s positive, growth-oriented mindset to the trade.
We started with a social and trade campaign that describes these potato bites as “small potatoes, big bang,” then really helped them explode at the 2023 National Restaurant Show.
Part product intro, part recipe generation, part chef endorsement and all Epic, this month-long celebration of McCain Mini Mashers™ helped McCain connect with operators and culminated at the floor of the biggest restaurant show of the world. Over the four days of the show, we attracted culinary celebrities, prime coverage across trade channels and most importantly, almost 700 leads for McCain Foodservice.
The contest began with four chefs in four cities …
We identified four rising star chef/restaurant owners across North America and challenged them to each create themed recipes using McCain Mini Mashers™. They competed over shareable comfort food appetizers and main-dish entrees, global and out of the box inspirations. And we captured all of it as shareable content.
Inspiration through Competition
Over the four weeks of head-to-head competitions, we uploaded videos of the chefs’ recipes to our dedicated website, promoting them to the trade across email and social channels. As a product launch, The Epic Throwdown ultimately created a compelling, monthlong celebration of McCain Mini Mashers™ with content that empowered sales, engaged operators and re-energized McCain Foodservice.