Cargology: Winner, Winner, How McCain Turned Chips into a Dinner Hero

McCain Foods took home not one, but two trophies at the 2025 Cartology Campaign of the Year Awards proving the power of customer-insight-led retail media done right.

Reframing chips as a dinner solution

The McCain Pub Style campaign set out to position Pub Style chips as the ultimate “Fakeaway” solution. The objective was to drive household penetration and encourage trade-up by reframing chips as a core dinner component rather than a side dish. Using cross-shop insights, the campaign extended beyond the freezer aisle into adjacent categories, particularly butchery, strengthening relevance at key meal occasions.

Seamless omnichannel execution

An innovative omnichannel media mix guided new customers directly to the freezer aisle, while close collaboration with the Woolworths category team ensured strong retail buy-in and preferred media placements. The integrated approach allowed McCain to connect inspiration, consideration, and purchase in a single, cohesive experience.

Exceptional, record-breaking results

Delivered over just three weeks, the campaign achieved exceptional, record-breaking results, demonstrating the effectiveness of insight-driven planning combined with retail media precision.

Double award win

McCain’s Pub Style campaign won both Best Omnichannel Campaign (Under $150k) and Best Use of Customer Insights at the 2025 Campaign of the Year Awards.

Sustainable growth on all metrics throughout the duration of the campaign in a highly competitive category is no easy task, but was delivered beautifully through clear insight and objective setting.” - Rawinia Newton, Head of Operations and Delivery, Cartology

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