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McCain

McCain Case Study: "Born to Share" – A Global Platform Tailored for the Middle East

McCain, a global leader in frozen food, sought to elevate its brand stature across international markets by launching a unifying campaign rooted in its core purpose. In the Middle East, the ambition was to make this global vision locally resonant—by adapting, producing, and activating the "Born to Share" platform with cultural authenticity and regional relevance.
Industry
FMCG
Business line
Prestazioni creative
Practice
Performance Marketing
Case study
McCain

McCain, a global leader in frozen food, sought to elevate its brand stature across international markets by launching a unifying campaign rooted in its core purpose. In the Middle East, the ambition was to make this global vision locally resonant—by adapting, producing, and activating the "Born to Share" platform with cultural authenticity and regional relevance.

Context

McCain’s transformation into an “iconic brand” began with the articulation of a clear brand purpose: Champion the Power of Together. To operationalize this purpose, the company developed the “Born to Share” campaign—a communications platform designed to foster emotional connection through shared food experiences. Globally, the campaign was activated across Europe, the Middle East, Africa, Asia, and Australia.

The Middle Eastern market presented specific challenges: a fragmented media landscape, high digital engagement, and a need for culturally adapted storytelling. To succeed, McCain had to go beyond translation and create a narrative that felt genuinely local—across both creative and media touchpoints.

Our Ambition

We set out to localize and fully execute McCain’s global “Born to Share” campaign in the Middle East by producing tailored content, activating across digital and physical channels, and ensuring end-to-end brand consistency.

Our approach

Altavia was responsible for the complete execution of the campaign across the Middle East. Our work included:

  • Developing and deploying a comprehensive 360° toolkit for distributors: freezer branding, promotional apparel, point-of-sale displays, arch and gondola branding.
  • Producing original, culturally relevant video and photo content tailored to the region, including the “Father & Son” advertisement tested positively by Ipsos.
  • Adapting digital and social media assets (carousel, vertical, square, landscape) for platforms like Instagram, YouTube, Snapchat, and Amazon.
  • Activating the campaign in key retail locations with branded freezers, window displays, and mall advertising.
  • Designing and launching thematic social content under #BornToShare, including local challenges, influencer activations, and brand collaborations.

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Our Results

19.8
million reach
159.6
million impressions
61
million video views
65%
video completion rate
30000
Instagram accounts engaged