The brand launched its "It's all good" campaign last month to reposition its frozen-potato products, highlight their nutritional value and restore consumer confidence in the brand.
Created by Beattie McGuinness Bungay, the "chip factory" spot, which breaks this week, is in the style of an all singing, all dancing musical.
The first scene is set in a potato field, then the action moves onto the chip factory where the workers sing, dance and toss potatoes while energetically telling us how healthy McCain's chips are.
At the same time, the workers are singing to the tune of 'Food Glorious Food', but replacing the lyrics with 'Chips Glorious Chips'.
Directors on the spot are Michael Gracey and Pete Commins, through production company Partizan. Creatives are Trevor Beattie and Bill Bungay, while post production is through The Mill.
Last month, McCain launched a new look through its packaging to carry its healthy repositioning.
Branding and design agency Elmwood worked on the new look, which will be seen first in packaging for McCain Oven Chips.
The new look will include the McCain logo being placed at the heart of the packaging, surrounded by images of what goes into McCain products.
The brand has been concerned that it is seen as a manufacturer of processed foods, and wants to convey the fact that it prepares foods made from natural ingredients, which are easy to cook.
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