The “Egg” Promotion is our disruptive way to raise 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.

In 2007 McCain introduced the new refrigerated product 'Fried Potatoes' in addition to their existing French fries range.The Challenge: McCain wanted to bring attention to the new product and the big advantage of the fried potatoes you simply need to heat in the pan.The Solution: In Germany, fried potatoes mostly go together with a fried egg. So we used the eggs (they sell in the same supermarket) as a medium that immediately refers to the new McCain 'Fried Potatoes' just a few steps around the corner in the refrigerator. Furthermore, the medium egg demonstrated the convenience of our new product: with McCain, making fried potatoes is as simple as making a fried egg. Just put it into a pan.The Result: In those supermarkets that participated in our egg promotion, 43% more of the new product McCain 'Fried Potatoes' were tried by customers.