McCain has appointed Cummins&Partners Melbourne for media services, adding to its long-standing existing strategic and creative remit with the agency.
Meredith Ansoul, head of media for Cummins&Partners said: “It’s been really energising to work with McCain and be part of a team collaborating seamlessly to produce great work. McCain’s products are iconic to Aussies, and we can’t wait to ignite this consumer connection through all the work we do at Cummins&Partners.”
Cummins&Partners pioneered the return of these two disciplines working together after years of industry fragmentation in Australia, and believe the partnership between creative and media is more important than ever before.
The first joint creative/media campaign is for McCain Pub Style Chips and is currently in market. The campaign centres around a pub trivia night in partnership with Nova, and will be hosted by The Betoota Advocate leads Clancy Overall and Erol Parker – a duo most Aussies dream of sharing a pub night with.
Over the past few weeks Nova listeners have been entering their teams ready to have a night of laughs, challenges and pop culture quizzing at it’s best. Teams will play for a $50k prize, or the higher honour of being crowned McCain Pub Style Chips Champions 2021.
Continuing the association with Australian’s second home – the pub – McCain Pub Style Chips will also be guests at the bar of Seven Networks upcoming Front Bar Cricket Specials. After all, McCain Pub Style Chips are the perfect accompaniment to Mick Molloy’s banter.
Karen Ramsay, ANZ head of communications and insights, McCain said “We’re already seeing the advantages of the alliance between creative and media in both our partnership and our work – and we’re excited to continue that alongside the team at Cummins&Partners.”
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