Cannes Lions

READY BAKED JACKETS

PHD, London / McCAIN / 2012

Awards:

1 Silver Cannes Lions
Film
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Overview

Entries

Credits

Overview

Execution

In the midst of a miserable British winter, we’d bring to life the warmth, smell and taste of baked potatoes with a ground-breaking 4D experience on high streets across the UK.Warmth: The comforting warmth of a jacket potato was delivered through a realistic fiberglass potato built into the site which actually heated up cold hands.Aroma: The delicious aroma was delivered by a spray of the scent of freshly baked potatoes which was specially built into the sites - an aroma THREE MONTHS in the making! (You can experience this for yourself by sniffing the campaign summary board which accompanies this entry)Taste: It wasn’t practical to have people licking a bus shelter so we did the next best thing, delivering an outdoor first by building in buttons which, when pressed, delivered a 50 pence off coupon to purchase the product and try it at home

Outcome

The sites were a massive hit - capturing imaginations in the UK and beyond.News of the campaign was picked up by over 140 different publications across the world, even garnering ‘Pick of the Day’ in AdAge in the US.For extra authenticity one devotee even found the time to pour a can of baked beans over one!In just two weeks the sensor buttons distributed over 27,000 couponsAnd after just six weeks McCain had already achieved a UK Household penetration of 8.5% with sales a massive 30% above forecast.Results which were far from half baked.

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