Potato Parade

Objective

McCain sought to create an engaging brand experience beyond product promotion, positioning itself as a playful, interactive entertainment brand. The campaign aimed to introduce McCain's first viral marketing initiative by allowing consumers to create and share personalized messages with friends and family, transforming the brand into a source of fun and social connection.

Solution

Glue London partnered with Aardman Animations—the Oscar-winning studio behind Wallace & Gromit and Chicken Run—to develop an interactive web campaign featuring a cast of animated walking and talking potatoes. Users could select from hundreds of word and name combinations to craft personalized messages, which were then delivered as a 'potato parade' animation to recipients. The campaign was hosted on potatoparade.co.uk and encouraged social sharing among friends and family.

Results

Not published.