UK: McCain launch revolutionary potato campaign
The idea behind the product is to offer consumers an oven cooked jacket potato - with all the associated smells, tastes and consistency - without the long wait. The ready cooked spuds are simply warmed up in the microwave for 5 minutes and are then ready to eat.
The campaign, which is coming to major British cities such as London, Glasgow and Manchester, will unveil a new concept. Posters of the product will be situated in bus stops and consumers will be able to push a button which will activate a heating element so that the image can be seen to be heating up. A smell of cooking potatoes will then be released into the bus stop - with the intention of whetting the appetite of those waiting.
At the same time the marketing campaign will be taken to large UK based retailers like Morrisons, Sainsbury's and Asda.
Source: www.marketwatch.com
