McCain: Ultimate Chip Tray

About this project

The perpetual challenge for frozen is how can you get visibility both in-store and in the home? To solve this for McCain we created the ‘Ultimate Chip Tray’, a branded utility to be given away with one pack of 50% extra oven chips, exclusively in Iceland stores.

340,000 trays were produced, with the offer communicated through McCain branded counter display units, freezer backing boards, window posters and online banners.

Worth £5, the unique premium represented incredible value, and as an indispensable piece of kitchen kit, meant the brand also had front-of-mind presence outside of the freezer in shoppers’ homes.