Born to Share

Context

For its 40th anniversary in Belgium, McCain wanted to do more than look back, they wanted to reconnect.

Insight

For 40 years, McCain has been part of everyday life, from family dinners to late-night fries. Its strength is not just taste, but its emotional role in bringing people together.

Solution

The campaign introduced an upside-down party hat as a fry cone and rolled out a full 360° activation, including limited-edition packs, TV, DOOH, OLV, and social media, plus a partnership with Bobbejaanland featuring a branded photo booth and a contest to win a year of free fries.
The campaign reinforced McCain’s place in daily life, boosted retail presence, and reminded everyone why McCain has always been Born to Share.