Fries Make Together Moments Golden in McCain Campaign

When fries are around, people tend to gather - after all, 99.2% of people love them. The new Together Is Golden brand platform builds off McCain’s current brand positioning around togetherness, rooted in the idea that French fries have a unique way of bringing people together. The Together Is Golden brand platform from Rethink is brought to life with two hero brand spots, supported by cutdowns, and unique OOH placements. 

In both of the brand spot scenarios and as a guiding insight for the entire platform, Together Is Golden speaks to those moments of togetherness that truly feel golden but also to the golden, crispiness of McCain products!

“Although this platform is brand new, the memory-making power of fries is nothing new to the McCain brand,” shares Mike Embir, marketing director at McCain. “Together Is Golden is meant to encapsulate that feeling of making memories from special moments with loved ones, and our job is to demonstrate how McCain products can be the catalyst for even more of those golden moments to come.”

The first spot, ‘Fry Thief’, follows a grandmother who moves into her son’s home, where a cultural and generational disconnect between her and her tech-savvy grandkids appears. The grandmother playfully begins to steal her son’s fries for the grandkids at dinner, acting as a catalyst for connection, laughter, and a strengthened bond between her and the entire family.   

The second spot, ‘Fry Fort’, follows a mother’s quest to get her son out of his blanket fort. The mother eventually entices her son to come out with a fresh hot plate of McCain fries, which she pulls further and further away from her son’s fort as he reaches for the fries. She eventually leads him all the way to the kitchen, where she has built her own blanket fort masterpiece around the dinner table. Inside the new fort, the two share the McCain fries.

Present in all campaign assets, McCain has incorporated a new design language, called the ‘McCain Shine’ – a collection of ownable assets and video treatments that ensure all work feels distinctly McCain. Sean O'Connor, group creative director at Rethink adds, “One recurring signature theme that was identified is the ‘fry offer’. In both spots, you will see how this moment unifies the characters, breaking whatever tension is in the way and bringing each story to a positive conclusion.”

As part of this 360 campaign, McCain will also incorporate high-impact media placements and contextual OOH in the coming weeks. There will be three different out-of-home imagery, which show different non-traditional moments of togetherness. There will also be a dayparting OOH placement which captures the ‘golden’ hour sunset and triggers the McCain ad to appear and match the sunset. 

Together Is Golden will serve as a multiyear platform, in which McCain hopes to showcase the sharable and unifying nature of fries.

The campaign will run on TV, Connected/Smart TV, Cinema, OLV, Social, OOH and Spotify launching July 26th, coinciding with the 2024 Paris Summer Olympics.