McCain Foods, India’s leading frozen food brand recently launched its ‘Fryday Campaign’ for their range of products including their flagship Smiles, Fries and appetisers. The campaign builds on the powerful insight that Fridays hold a special place in everyone’s hearts. It’s the day when we can let go of the week’s hustle and bustle, gather with loved ones, and indulge in the joy of good food and great company. The products are synonymous with that cherished Friday feeling – a perfect blend of relaxation and celebration as we eagerly await the weekend’s arrival.

The campaign aims to convey to the consumers in a fun yet relatable way how it is a perfect accompaniment for making any ordinary day a Fryday. Whether it’s prepping your kid’s tiffin box, quality family time in the evenings or getting together with friends, a delectable spread of the snacking range is the ideal partner for all these occasions. The first leg of the campaign focuses on the existing behaviour of mother’s preparing Smiles as a special Friday tiffin, now encouraging them to make any day special for their kids by making it a Fryday.

The DVCs conceptualised by BBDO showcases the idea of ‘Fryday feels’ and how McCain’s range of snacking products brings out the same feeling no matter what day of the week it is. The DVCs aim to highlight McCain as an ideal snacking partner to brighten up your mundane weekdays which can either be by transforming your kid’s Wednesday tiffin into a Fryday Feast or washing away your partner’s Monday blues with mouthwatering snacks and hence, making it a Fryday in just one bite.

Aditya Krishna, head of marketing and sales – retail, McCain, said, “McCain is known not just for its delicious snacking range, but also making family time and get-togethers more fun and pleasant. Through this campaign, we aim to build on this compelling resonance and how McCain’s products bring that same Friday feeling alive, not just on weekends but on every other day. We are hopeful that through this campaign, we can reach out to our consumers and transform their weekdays into ‘Frydays’ through our scrumptious range of snacks.”

Nikhil Mahajan, chief growth officer and GM, BBDO India, said, “This is a very special piece of work since this is the first campaign that has come out of our recent partnership with the amazing folks at McCain Foods. #FeelsLikeFryday is in line with BBDO’s one of the seven principles of impactful brand communication – Create Small Acts. Our endeavour through every piece of communication is to ensure business results and we are certain this campaign will deliver on that while also winning consumers’ Heart Share.”