The campaign, the first by TBWA\London, moves away from the brand's product-based advertising and employs the tagline 'Chin up'. It breaks this week with a 90-second ad during Coronation Street featuring a range of mishaps, including a mobile phone left on the bus and a red sock in a white wash.
'Chin up' aims to illustrate how McCain can raise spirits. The strategy was originated by Elephants Can't Jump.
Marketing director Julie Leivers said McCain was in negotiations with record companies to release a single of the ad's soundtrack, Smile by West End star Frances Ruffelle.
According to Marketing's Biggest Brands, McCain's Home Fries brought in sales of £50m to £55m in the year to June, 3.6% up on last year.
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