# 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”

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