Press releases - Underwired news, wins and launches
First email campaign for McCain Foods by Underwired
25th June, 2008
McCain Foods is sending its first email marketing campaign since hiring Underwired as its sole eCRM agency in April. The email will target a list of around 150,000 McCain consumers, and includes a competition in partnership with Go Ape High Wire Forest Adventure, an action-packed tree-top adventure course suitable for the whole family.
The creative introduces seasonal product promotions; the first is in association with the National BBQ Association promoting McCain Wedges.
Emma Nicol, Underwired's head of client services, commented, "This is the first step in ensuring continuity of contact with McCain consumers before we roll out the eCRM strategy later this year. It's fairly unusual in that we're actually using the creative strategy we developed during the pitch process as the basis for this first campaign."
Underwired won the multi-brand McCain Foods eCRM account following a competitive pitch earlier this year. The agency's other clients include News International, Peugeot, Philips and Nickelodeon.