McCain is deploying what the brand is calling an authentic dose of Bollywood to promote its Masala Fries and Chili Garlic Potato Bites.
With support from Rethink and Ethnicity Matters, the frozen brand went to India to produce a Bollywood short and tribute to the masala genre (referring to a blend of multiple genres) promoting the two additions to its Flavours of the World portfolio.
The story begins with a mix-up at a bustling market, and two protagonists – one who sells McCain fries, the other who sells masala spice – have a fateful collision that sets their adventure in motion.
According to Matt Kohler, McCain’s managing director of Canadian retail, fries have a unique way of bringing people together, and this initiative ladders back to McCain’s “Together is Golden” platform.
“We’re extending this connection across cultures to bring more globally-inspired flavours to all Canadians,” he says.
Masala Fries and Chili Garlic Potato Bites are two of the most popular McCain products in India and the McCain Canada team worked closely with the McCain India team to recreate the product details and flavours.
Kohler tells strategy the South Asian community is an important focus for McCain, but that it’s also connecting with a mainstream Canadian audience who are seeking out bold, international flavours for their table.
“Innovation has fuelled growth in the category for years, and McCain has been leading the charge,” Kohler says, citing its 5 Minute Superfries, Bistro lineup and the Flavours of the World platform.
“Our ‘Flavours Of The World’ platform allows us to tap into our global network to find proven products in other markets,” Kohler says, adding that the launch this marks the beginning of a broader journey to bring global flavours into Canadian households, with more regions to follow.
“We are confident in [the new SKUs’] long-term appeal,” he says, as these products are among the most popular offerings in India.
In addition, Kohler notes, frozen potatoes have been one of the fastest growing categories in the aisle for the past 10 years.
According to Kohler, while the South Asian community is Canada’s largest multicultural group, the CPG is also seeing increasing demand for multicultural products from Canadians of all backgrounds.
The 3 1/2 minute “Masala Movie” (shot on location in Mumbai, India) is a key campaign pillar, and is supported by 30-, 15- and six-second teasers.
It will appear in cinema, YouTube, TikTok, Meta, Amazon Prime video, Amazon Fire TV, IMDb, Native Touch and BBC. For the South Asian community, the ads will also appear on Y Media, Culturity Canada and PunHin.
“Most advertising is geared toward shorter formats, and fails to make an emotional connection,” Kohler says. “But consumers still crave great storytelling. We’re creating something cinematic that goes beyond a traditional ad.”
Lower-funnel tactics include a comprehensive shopper marketing program with prominent in-store signage, digital coupons and retailer-specific programs to drive trial and purchase.
Beyond the connection between masala fries and masala movies, the creative approach was inspired by Canadians’ desire for new cultural experiences, according to the brand.
In recent years, more Bollywood films are being shown in Canadian theatres and there has been a surge in popularity of Bollywood Netflix titles in Canada, and a rise in South Asian film festivals like the International Film Festival of South Asia Toronto, to name a few.
The media buyer for the Masala campaign is UM Canada. For instore, McCain says it mostly worked directly with its retail partners as well as DACS on retailer agnostic shopper tactics.
