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    • A Black man in a Tasman hat crouches in a thriving green field under clear skies. Demonstrates regional brand identity and McCain's deep roots in agriculture and manufacturing branding.

    EMPOWERING A REGION WITH MCCAIN ANZ

    EMPOWERING A REGION WITH MCCAIN ANZ

    EMPOWERING A REGION WITH MCCAIN ANZ

    EMPOWERING A REGION WITH MCCAIN ANZ

    Services

    • Film
    • Recruitment Marketing

    Hero film

    Social films

    Photographs taken

    How do you build connection and brand awareness across a vast region? With a hero film.

    McCain Australia and New Zealand needed to articulate what makes their region special, while fostering pride across the region. Their products are well-known, but the unique culture and real stories of their people remained a hidden gem. Our film brought this to life, celebrating McCain’s story and strengthening its brand identity.

    Three men—one elderly, two middle-aged—stand in a red soil field overlooking the ocean, inspecting potatoes. The image captures intergenerational farming and local crop management in McCain’s sustainable food supply.Three men—one elderly, two middle-aged—stand in a red soil field overlooking the ocean, inspecting potatoes. The image captures intergenerational farming and local crop management in McCain’s sustainable food supply.
    A person in a hard hat and orange safety vest stands atop metal scaffolding at a McCain facility. Visualises film content for recruitment in a large-scale manufacturing environment.

    GROWING A FILM SUITE FROM THE GROUND UP.

    McCain ANZ needed a distinct identity, highlighting what sets it apart globally. Our journey to expressing this through film started with research, exploring its culture by speaking to those who know it best — the people behind the potatoes.

    Our project focused on Manufacturing and Agriculture. By capturing authentic voices and stories, we showcased the region’s pride, passion, and dedication to producing delicious food and creating moments across the world. 

    Smiling woman in a kitchen holding a tray of freshly cooked golden fry bread, wearing a McCain apron, standing in front of a modern oven.

    AT A GLANCE

    We flew to the land down under to capture the beauty of the region, capturing a sense of both people and place. Showing future talent both who they could be working with, and where they could work. The team produced a hero film, persona films, and a social suite. On social, a slower storytelling approach offered intimate portraits, and a glimpse into the daily lives of McCain’s dedicated people.

    Shoot locations

    Plants captured

    Video interviews

    Campaign impressions

    Ad clicks

    CAPTURING PEOPLE AND PLACES

    Crafting the story
    We needed one cohesive narrative across all films. We landed on the concept: Made of. It reflected both what McCain is built on and what defines the individuals behind it — the moments on shift, between shifts, and beyond, that make up who they are.


    Capturing the region
    Showcasing a region as vast as ANZ was no small task. Our team traveled thousands of kilometers, equipped with everything from drones to handheld cameras, to capture the essence of McCain’s people and places. From the feeling of whānau in New Zealand to Tasmania’s open skies and Ballarat’s prepped food innovation, we brought the region’s unique spirit to life.

    Wide shot of rugged rocks and crashing waves along the Tasman coast under blue skies. Establishing shot for employer brand video strategy tied to regional pride and place.
    A white woman wearing a grey cap and McCain-branded polo smiles, standing in a lush potato field. She represents agriculture and manufacturing branding in the McCain ANZ employer brand film.Two men walk through a dry crop field; one in an orange hi-vis shirt, the other in a McCain agriculture vest. Captures what are you made of campaign in action.

    What McCain is made of
    McCain ANZ is built on pride — for its products, its potatoes, and, most importantly, its people. Our films highlighted individuals who embody this spirit.

    We celebrated Aroha, whose love for her Māori heritage shines through as she brings homemade fry bread to her team every week. We followed Ruby, a lover of the outdoors setting up camp for a break from her work in the plant. While she told us her story of progressing from intern to plant leader, thriving both at work and in life. We met a passionate fisherman whose time on the river shapes his leadership, and an Agronomist whose three degrees were all sponsored by McCain.

    What are you made of?

    We put the question to future talent through a full-funnel recruitment strategy, inviting them to reflect on their own potential. More than just an employer, McCain is a place to build more than a career, but a life.

    To talk to us about this case study,
    get in touch

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