As part of a large and aggressive above and below the line campaign, we developed the concept of creating a McCain Recipe Book to use as a tool in our promotional program. We sourced the writer, publisher and coordinated the entire project culminating in a Book Launch and Signing and large scale competition.
We were now able to expose the McCain brand in major bookshops and booksellers around the country ensuring that our target market was exposed to the brand not only in their primary area being supermarkets, but also a now newly opened untapped area of awareness.
