McCain Mini Mashers™
An EPIC product introduction to restaurant operators.
We started with trade publications.
McCain, the world’s largest manufacturer of frozen potato products, needed to intrigue the foodservice channel with its newest innovation. Tasty and versatile, these potato bites work all across the menu, which helps chefs control costs. We needed to demonstrate that vividly.
Then, we got the industry talking with an EPIC Throwdown.
Part product intro, part recipe development, part B2B chef influencer endorsement and all EPIC, this eight-week-launch of McCain Mini Mashers™ connected McCain’s sales team with operators as it culminated at the floor of the world’s biggest restaurant show. Over four days, we featured culinary celebrities, earning prime coverage across trade channels and, most importantly, almost 700 leads for McCain Foodservice.
Four rising culinary stars, four cities, four weeks.
We identified four rising star chef/restaurant owners across North America and challenged them to create new menu innovations for appetizers, entrées, desserts and global fusions using McCain Mini Mashers™. The chefs battled head-to-head in weekly competitions. And we captured their 16 new recipes as shareable content.
Generating inspiration … and plentiful competition.
Every week, we uploaded the chefs’ videos to our dedicated website and promoted them across email and social channels. This months-long celebration of McCain Mini Mashers™ empowered sales, engaged operators and re-energized the McCain Foodservice brand with useful and inspiring content.
A final EPIC Throwdown, LIVE at the NRA Show!
The winning chefs squared off against nationally recognized celebrity chefs in live events held on the convention floor. Emceed by celebrity culinary host Billy Harris, the action played to show attendees and streamed across Facebook live. Every step of the action generated valuable web and social content, along with collateral that McCain Foodservice’s Sales and Broker teams can share with customers.
By the numbers.
This EPIC Throwdown was a success on every measure. But the biggest proof was that before we even left the trade show floor on the final day, the client asked us to secure twice as much floor space
