Newsworks Planning Awards 2016
- Winner: Omnimedia Award
As part of their ‘Nation’s Teatime’ campaign focused on making teatime fun again, McCain wanted to create a (near) live TV ad to air during prime time ITV that showed families enjoying their own teatime moments.
Their goal was to get mums to reappraise the role a family tea-time played in their daily lives, taking it out of routine behaviour and highlighting the positive impact a great tea can have on a family. Mums could upload videos of their own family teatime and then, if selected, see their family beamed to the whole nation in an ad break later that same evening.
Our job was to reach out to the mass market to recruit the stars of the ad break. Those families that make Britain great and who never thought they’d get the chance to be on TV, but now could.
Modal Britain place a huge importance on family and are constantly seeking ways to spend more quality time with theirs. We saw teatime as the one occasion each day when the whole family has the opportunity to sit down and spend some time together. However we know that our busy Modal Mums don’t often recognise this, focusing on the meal rather than the moment.
We wanted to create a campaign for McCain that helped to push their message and also celebrate mums and the great family occasion they create every day.
Our creative proposition, ‘Teatime makes you (& your family) famous’, featured content in both print and digital and across our big city titles. We wanted to inspire families to take part in fun activities at teatime using celebrities, Jenny Falconer and Jeff Brazier, to help support the message, and making it a natural step for our audience to share their teatime videos with McCain for the chance to make the family famous.