McCain

The brief

Recognising the importance of school meals for young people and the challenges that some schools have in encouraging pupils to use the canteen, McCain introduced ‘Lunchtime Session’ - the first in a series of national promotions, created exclusively to support schools in raising the profile of school meals.

The following year McCain was looking for a national Secondary School promotion to encourage school meals take up. What’s more, the promotion had to be even bigger and better than the extremely successful Lunchtime Session – quite a feat in itself.

Our response

The key objective of the promotion was to raise the profile of school meals and the canteen. As a result, we created a competition with a ‘money can’t buy’ prize up for grabs. We needed to offer something which would create such a buzz it would drive pupils to the school canteen so as not to miss out on the chance of winning.

In partnership with CD:UK Magazine and the hugely popular Saturday morning shows CD:UK and SM:TV, McCain offered Secondary Schools who agreed to list Southern Fries a chance to win a class trip to see CD:UK and SM:TV being recorded live. Plus, there were 18 exciting runner up prizes and every entry form gave pupils a discount off a subscription to CD:UK Magazine.

The winning class not only won a trip to the television studios but were also put up in a top London hotel and enjoyed a meal at Planet Hollywood and £1,000 worth of PC World vouchers for the school.

The results

McCain was able to successfully use the promotion as a tool to add value to existing accounts and as a negotiating tool for non-trading accounts. And with over 700 schools participating in the promotion, the chance to hang out with pop stars and celebs proved a winning formula.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com