McCain Taps Ad Tech Firm and Alexa to Prompt Conversational Interaction

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McCain Foods, a leading manufacturer of frozen potato products and innovator in the frozen prepared appetizers and snacks sector, has partnered with Cheltenham, Gloucestershire, England-based Say It Now Ltd, a voice assistant ad tech firm, to launch an actionable audio advertising campaign in the United Kingdom. This is McCain’s first step toward tapping into the growth of the smart speaker market.

Once smart speaker listeners hear the audio ad, they must simply say: “Alexa, Open McCain,” to be sent a one-time link with recipe suggestions for cooking the company’s fries (or chips, as they are known in the UK) in an air fryer.

Air fryers are a rapidly growing trend in modern cooking, and McCain’s actionable audio advertising campaign is designed to drive brand favorability among consumers keen on preparing food this way.

“McCain Foods joins a growing list of leading brands and global media agencies capitalizing on the benefits of actionable audio advertising, said Charlie Cadbury, chief executive officer of Say It Now Ltd. “This approach will deepen the brand experience for consumers as the interaction fires up their brains and makes them more likely to show positive engagement.”

Mark Hodge, McCain marketing director, added: “We have always been a brand leader in innovation, whether that’s been in our products, packaging or promotional activity. That’s why we’re excited with this launch and marking a new milestone in our consumer interactions. Sharing quick and healthy meal inspiration is a great way of showcasing the versatility of our products, and we’re excited to see this new technology in action.”