UK – The frozen potato products brand McCain has launched a new advertising campaign that celebrates the diversity of modern families. ‘When it comes to family, what’s normal?’ asks the voiceover. The spot continues McCain’s continuing focus on family dinner times, but in this iteration the brand moves away from the nuclear family to highlight the diversity of modern families. Single-parent households, adoptive parents and long-distance technology-enabled families are all present.
While not particularly novel in the wider context of advertising, the approach is unusual for a food brand. The campaign was informed by research that found that 84% of consumers were unable to recall seeing a family similar to their own featured in any form of popular culture within the past six months. For more on modern-day diversity within families, see our Neo-kinship macrotrend.