McCain
McCain's “Together, let’s take control of crispiness” campaign positioned SureCrisp as the definitive fry for delivery
As delivery continues to shape the Away From Home channel, operators face a stubborn challenge: how to deliver consistently crispy fries when so much of the journey is out of their control. Reliance on aggregators and the unpredictability of their delivery drivers put quality at risk long after food leaves the kitchen. Built on deep operator insight, Omne identified a clear tension. Many operators believed their current offering travelled “well enough”, yet frustration ran high around the loss of control at the point of consumption. Aggregator delivery drivers were cited as the number one pain point, and with budgets under intense pressure, tolerance for waste or inconsistency was low. Our campaign, “Together, let’s take control of crispiness” spoke directly to operators’ lived experience, positioning McCain SureCrisp as the solution that restores confidence and consistency in delivery.
Strategy
Design & Artwork
Digital Activation
Campaign Development
End-to-end Digital Ecosystem
Paid Social Media
Smart audience segmentation ensured the message cut through category noise with immediate relevance. Creative leaned into a single, powerful truth: crispiness is inconsistent and delivery puts it at risk. Real delivery challenges took centre stage, allowing the product benefit – staying crispy in a closed delivery bag, even after 20 minutes - to speak for itself. Platform-specific optimisation played a critical role. By refining formats, placements and delivery mechanics in real time, Omne significantly exceeded expected benchmarks. Strong early performance informed a strategic pivot towards sustained awareness, prioritising long-term brand equity and share of voice over short-term consideration messaging. This was a campaign built on confidence, not compromise. Omne’s ability to read performance signals, optimise with precision and adjusted strategy mid-flight delivered tangible gains – reinforcing SureCrisp as the fry built for delivery, and McCain as a brand that truly understands operator realities.
Impressions
Clicks
