When McCain launched Purely Potato, the challenge was to differentiate this natural product from highly processed chips & wedges.
At BADJAR Ogilvy, Malcolm teamed up with copywriter Stefan Raabe, to point out that these potatoes were simply “Peeled, Washed & Cut”. They created a campaign that reached consumers via TVC, print, shopper and a big activation.
The results were a successful category launch and a drawcard promotion that ran again the following year.
We made some noise with a thunderous TVC.
And followed up with bold print that cut to the chase.
And drove customers online to enter the draw.
Five finalists were drawn and flown to Melbourne to participate in the event.
The winner received a cheque for $20,000, all broadcast live on Channel Seven's Sunrise program.
