McCain Foods
Two media campaigns, one piece of research
We partnered with McCain Foods for National French Fry Day, delivering two news stories from one online study. We revealed the impact of viral food trends on eating habits, and Americans’ preferences for eating fries.
Exploring viral food trends and french fry preferences
01
Topical data-backed talking points
In anticipation of National French Fry Day, a fun date in the food calendar, we partnered with McCain Foods and Edelman. Our objective was to generate some topical talking points and attract media coverage for this well-known brand in the lead up to the July date peg.
Together with Talker Research, we set about polling 5,000 Americans across all 50 states. We wanted to run a comprehensively sized survey with the aim of drawing two strong news angles from the data. The first idea was to find out what impact social media food trends have on Americans’ eating habits. The second was to ask specific questions about one of America’s favorite foods, and lean into any regional variations that our research uncovered in terms of how different states prefer their fries.
02
Double coverage from one piece of research
Our editorial team crafted two unique stories from the research, which we distributed within a fortnight of each other. The news hooks were significantly different to each other, with some publications covering both stories during this short time period.
The first story, “How social media is changing what we eat“ achieved over 220 online and TV mentions. The second story, “Here's how America does fries” generated more than 400 online, TV and radio mentions, and was still making headlines beyond National French Fry Day. The success of this story is a prime example of perfect timing, coupled with a strong news hook and robust data that gives it lasting relevance and evergreen appeal.
Media coverage for the two stories includes Good Day LA, NBC New York, Miami Herald, Newsweek, USA Today, New York Post, National Enquirer, Food Republic, Telemundo and many more. See some of the highlights below…
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.