McCain Foods USA Launches Politically Inspired National Marketing Campaign

August 26, 2008 | 6:00 am

CHICAGO, Aug. 26 /PRNewswire/ -- McCain Foods USA, Inc., the U.S. division of McCain Foods Limited, the world's largest producer of French fries and potato products, today announced the launch of a national integrated marketing campaign via Schafer | Condon | Carter (SCC). The fun and quirky campaign playfully ties to the upcoming presidential election and positions McCain potatoes as a candidate. The marketing effort includes advertising, public relations and online marketing.

The campaign launches with a full-page ad in USA Today on August 29, one day after the Democratic National Convention and shortly before the Republican National Convention. Boasting the headline "Why McCain Should Be In the White House," the copy playfully outlines the McCain Foods platform, encouraging consumers to stand up to "potatoes as usual" instead opting to "go for the blue bag" that features a variety of new and interesting McCain potato products.

The marketing campaign spokesperson is acclaimed comedian and impersonator, Frank Caliendo, who will step into character as Arizona U.S. Senator John McCain during a national satellite and radio media tour, incorporating politically inspired mentions of McCain potatoes. Caliendo will also hit the streets of Phoenix, where he'll campaign for McCain potatoes. Video content from the Caliendo campaign trail will be posted on video sites, including YouTube, Revver and Yahoo! Video.

The political parody extends to online marketing efforts with the launch of the McCain '08 Web site, http://www.mccainpotatoes.com, encouraging consumers to "go for the blue bag." Consumers can view video from the Caliendo "spud speeches" as well as get the latest product news from "The Other McCain Campaign."

"SCC brought us an integrated, big idea that works for both our retail and foodservice businesses," said Frank Finn, senior vice president of commercial operations at McCain Foods USA. "Our goal was to create a breakthrough campaign that accelerates our awareness-building efforts on behalf of our unique potato product line. We're expecting this push to help us win in November and beyond."

For more information about Schafer | Condon | Carter, visit http://www.schafercondoncarter.com.