McCain wanted to turn attention to the ‘fun’ aspect of the brand’s personality among children, parents and school caterers.
Pelican launched the McCain Schools’ Sack Race Championship, a fun event for primary school children encouraging an interest in sports activity and with valuable prizes of sports and computer equipment.
Participating schools received a race kit comprising hessian potato sacks, medals and posters. Individual school winners went forward to the national finals at the Town and Country Festival hosted by kids’ TV personality Michaela Strachan. To give the event further character, a sack race mascot, ‘G’Doing the sack racing kangaroo was created.
Over 300 schools participated, creating considerable direct and relevant interest in the brand and its fun values. The race became an annual event, and achieved 219 verifiable editorial mentions, including BBC 5 Live and The Times which equated to over £300,000 of PR value.