Campaigning
McCain
Celebrating 40 Years
Celebrating 40 Years, One Fry Cone at a Time
When McCain turned 40 in Belgium, celebrating the milestone was the easy part. Reclaiming attention in a category dominated by private labels was not. The brand needed to remind people why it had earned a place in their freezers in the first place.
We treated the anniversary as a moment to show what McCain stands for: sharing. Instead of simply offering 40% extra free, we turned that number into a generous gesture people could literally share, connecting the brand to real-life moments.
The work ranged from limited-edition packs to playful experiences in-store and at Bobbejaanland, where an upside-down party hat became a fry cone and visitors could join in the fun. Every detail reinforced McCain’s place in everyday life, reminding everyone why it has always been “Born to Share.”