The “Egg” Promotion is our disruptive way to arise awareness for the frozen food launch product “Fried potatoes” by McCain. The beauty of this action is that we not only introduce the new launch product but also can communicate the broad variety of McCain. The point of communication also delivers the best opportunity to also attract new consumers who normally do not buy frozen food products.

We used eggs, a medium that immediately alludes to the new McCain "Simply in the Pan", just a few steps around the corner in the freezer section. Furthermore, the medium "Egg" demonstrated the convenience of our new product; with McCain making fried potatoes is as simple as making fried egg. Simply put into the pan.