McCain Goes Primetime with Emmerdale ITV Sponsorship

The McCain Foods “Happy Days” marketing campaign continues to roll in Britain this month with the first installments of an £8 million, two-year sponsorship of the Emmerdale ITV series. The popular, long running soap opera just happens to be set in Yorkshire, which is where the frozen food company’s UK headquarters is situated.

In addition to television commercials, the deal includes product placement during episodes, online and mobile features, and use of the Emmerdale brand in marketing programs and in-store promotions.

"Emmerdale is modern, family-focused and set in the heart of the Yorkshire countryside, providing lots of positive associations with farming and natural, British produce. It is a perfect fit for the McCain brand and provides us with a fantastic opportunity to connect with our core target consumer and set ourselves apart from our competitors by communicating the key values of the brand,” said Mark Hodge, the company’s marketing director.


Scarborough-based McCain Foods has long established links to British agriculture, having worked with some of its 250 growers in the UK for three generations. It ranks as the biggest purchaser of British potatoes, buying approximately 15% of the national crop each year and processing the spuds into a wide range of value-added products ranging from French Fries, Rustic Chips and Southern Fries to Hash Browns, Lightly Spiced Wedges and Ready Baked Jackets.

Episodes of Emmerdale, which are broadcast on a weekly basis, were viewed by an average of 7.3 million people in 2013, of which 72% were described as “main shoppers” responsible for household grocery purchases.

The television show sponsorship is part of a £35 million promotion blitz that highlights the enjoyment of eating McCain potato products. The company’s “Happy Days” campaign focuses on key themes that include easier family meals, nutritious kids meals and sharing at home.