Debate over screen time, vegan cheeseburgers, Brexit and more brings families together in this food brand campaign

U.K. company McCain continues diversity-focused campaign via Adam&Eve/DDB

Published On
Aug 20, 2019

Editor's Pick

A new spot from U.K. food brand McCain references, among other things, Brexit as one of the "differences" in British families as it continues its "We are Family" campaign.

The campaign, by Adam&Eve/DDB, kicked off in 2017 with a spot that celebrated diverse families, including gay dads, divorced parents and grandparents that look after kids. 

The new spot depicts 10 real-life families. It starts off by asking, "How much do we really have in common?" before pointing out that there can be "big differences..small differences...Leave and Remain kind of differences."

There are also "cat lovers and dog people," "screen timers and digital detoxers" and those who would rather eat "vegan cheeseburgers" than traditional ones. But, the ad emphasizes, debate is healthy, as long as you all sit down to dinner together to talk about it (preferably with a side helping of McCain fries). Once again, the emphasis is on diversity; the spot features a Down's Syndrome child and a family with two fathers as well as people from different races and religions.

Once again, the spot features narration by well-known sitcom actor Ricky Tomlinson. Finn McGough at Knucklehead directed.

The campaign is running across TV, cinema, digital, print media and OOH. It'll be complemented by a PR campaign via Freuds featuring content focused on the various families depicted in the ad. 


Aug 20, 2019
Client :
Agency :
Adam & Eve/DDB
Marketing Director :
Mark Hodge
Marketing Controller :
Joanna Eastwood
Senior Communications Manager :
Lizzie Pyle
Group Executive Creative Director :
Ben Tollett
Chief Creative Officer :
Richard Brim
Creative Director :
Chloe Pope
Creative Director :
Jess Morris
Copywriter :
Simone Wärme
Copywriter :
Jeppe Vidstrup
Art Director :
Simone Wärme
Art Director :
Jeppe Vidstrup
Agency Producer :
Kreepa Laxman
Planner :
Hannah Mackenzie
Planner :
ShuHan Lee
Managing Partner :
Mike Stern
Business Director :
Katie Baker
Account Director :
Charlie Simpson
Account Manager :
Charlie Poole
Media Agency :
Media Planner :
Frith Janes
Media Planner :
Jen Hedges
Media Planner :
Rachel Cawley
Media Planner :
Sian Campling
Production Company :
Managing Director :
Tim Katz
Director :
Finn McGough
Cinematographer :
Alex Barber
Editing Company :
The Whitehouse Post
Editor :
Sam Gunn
Post Production :
Post Producer :
Belinda Grew
Colorist :
Matt Turner
Music Supervisor :
Tom Stanford
Audio Post Production :
Tony Rapaccioli
Soundtrack name and composer :
Wasted C/o Theordore Music

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