Gen-Z, Millennial Momvertising Opps: McCain Foods launches campaign amid skyrocketing digital spend

Shortly after hiring marketing VP Tracy Hostetler in March, McCain Foods is experiencing such a comeback that it's celebrating with a new campaign. This is the company's first commercial effort and marks a shift from sales to service in marketing. Each spot has rolled out across the McCain website, Facebook and Instagram. Considering this reliance on paid social channels, I suggest sellers able to get this restaurant in front of Gen-Z should get in touch soon to secure last-minute ad dollars.

Since the beginning of 2021, Pathmatics reports McCain has spent roughly $861.4k on digital ads, almost triple the roughly $305.8k it spent within the same 2020 timeframe. The company's estimated full-year spend of 2020 amounted to $514.4k, up 52% from that of $339.2k in 2019. It has earned ~114.6m digital impressions YTD via Facebook (35%), Instagram (27%), desktop video (25%), mobile display (8%) and desktop display (4%) ads. Most of this year's desktop video ads have been placed site direct (99%) onto destinations such as brainly.com (75%), dailymail.co.uk (6%), youtube.com (4%), msn.com (4%) and espn.com (4%).

As you can tell, McCain is largely targeting Gen-Z and millennials right now via various digital channels; it may expand into OTT and/or podcast in the future. It especially targets parents, particularly female shoppers for families. As you can tell from the video above, the company also invests in cause marketing efforts, especially those related to sustainability.

Agency & martech readers - Smiths Agency became McCain's AOR at the outset of the pandemic, so the company's work seems to be tied up.