MCCAIN FOODS CANADA
Leading the social strategy and content creation for McCain Foods Canada. Considered a jack-of-all-trades, touching everything from campaign strategy and creative ideation, art direction and copy writing, to analytic reporting and community management.
PHOTOGRAPHY, Styling & recipe Development
Content creation from styling to shooting. Development of fresh concepts, inspiring recipes and interesting flavour profiles.
Mapping out creative concepts and developing pre-production documents to create a cohesive vision between clients, stylists and photographers. Leading the on-set team to ensure an appetizing final product.
PHOTOGRAPHY: GIBSON SMITH - FOOD STYLING: TERRY SCHACHT
From quick and simple recipe videos to fun stop motions. Creating video content on a monthly basis to be shared across the McCain Foods Canada social channels.
CAMPAIGN: DEEP 'N DELICIOUS CAKE FACE
Bringing the 2016 Deep 'n Delicious Cake Face campaign to life in social through custom Deep 'n Delicious merchandise, nostalgic infused fan photos and everyday moments of joy.
Deep 'n Delicious Merch
We created limited edition merchandise using the iconic Deep 'n Delicious icing pattern to give away as a surprise and delight to our Superfans.
Deep 'n Delicious Cake has always been seen as a nostalgic dessert to the McCain Foods fans, so we asked them to tell us and show us their favourite memories with Deep 'n Delicious Cake. We received thousands of comments and photos that we were able to re-purpose into user generated content for our fans to enjoy.
This series highlighted all the simple, everyday occasions you can enjoy Deep 'n Delicious cake. Brought to life through a contest hosted on Facebook, asking fans what sweet message they would print on their very own cake.
CAMPAIGN: MODIFRY YOUR SUPERFRIES
The Modifry campaign grew in many different forms, from internationally influenced recipes and restaurant takeovers, to blogger activation, holiday inspirations and user generated content. Even the McCain employees got in on the fun facing off with their very own recipes.
The campaign drove over 500,000 social engagements on Facebook and Twitter with nearly 90 million impressions delivered against #Modifry content. We even took home a Bronze Cassie in 2016 and made the MIAs Shortlist in 2015.
The challenge on social was how do we create interesting, relevant, appetizing and ultimately different content month after month using one key ingredient, Superfries.
A few key content pillars we developed:
- International McCain Superfries
- Fan Favourite: UGC
- Everyday Life Occasions
- Holiday Inspired Recipes
- Step-by-Step Visual Recipes
- The Modifry Topping Bar
- Serving How-To Inspiration
- Emoji Recipes