McCain Foods
Zefr & McCain Foods Drive Full Funnel Brand Lift & +9% Incremental Sales Lift
Cooking up impact
Zefr & McCain Foods
The Challenge
- McCain Foods, a multinational frozen foods company that specializes in prepared potato products, was challenged in 2023 to break through with US market consumers & establish brand awareness for their quick-cook potato retail products.
- McCain Foods campaign goal was to boost awareness and sales penetration among both prior and new, non-brand and non-category consumers.
The Solution
- McCain Foods partnered with Zefr in Q1 & Q2 2023 to develop a custom contextual inclusions strategy to reach A25-54 target audience in key US markets by contextually aligning with brand safe and suitability family lifestyle, dinner & cooking moments, and seasonal tentpole themed content.
- McCain & Zefr also leveraged 3P measurement solutions with Kantar Millward Brown and Nielsen Catalina Solutions to measure KPIs.
The Results: Positive Brand Perception
+39.1%
Lift in purchase intent
+33.6%
Lift in consideration
+25.3%
Lift in favorability
+29.3%
Lift in awareness
New Consumer Audiences, Including New, Lapsed, or Never Buyers
+9%
Lift in incremental sales
+$800K
Incremental retail sales
Among Exposed New, Lapsed or Never Buyers
52.6%
Contributed to incremental sales
+22.1%
Incremental sales lift
Finalist for 2024 ThinkLA Idea Awards
Campaign of the Year — Partners
“Cooking Up Impact: Zefr & McCain Foods Drive Sales & Full Funnel Brand Lift”