Making it with McCain

Making it with McCain

Making it with McCain

Making it with McCain

Services

Recruitment Marketing

Employer Brand

Hero Film

Cost per hire

Applications

People reached

Chips, frites or fries, whatever you call them. McCain’s food is loved all over the world. As McCain’s growth is powered by their people, they needed to hire over 30 people in manufacturing roles across their UK plants to match demand. Wiser’s role was to spotlight the people behind the potatoes — from engineering to maintenance.

Still from McCain video of man riding a bicycleStill from McCain video of man riding a bicycle

McCain had driven a wedge between themselves and their key talent group.

Our campaign objectives were threefold. One, to show talent why a role at McCain is different, by digging into their key EVP themes community, innovation and sustainability. Two, to tell the story of manufacturing at McCain – it's more than just a job, it's a career. Finally, to generate applications and increase the volume of manufacturing hires.

harvesting talent

#FF9110McCain Orange

The ‘Makers’ videos were emotive, with our films team capturing the essence of McCain's Scarborough plant, as well as the great people behind the potatoes. The script featured the recognisable warm and approachable McCain tone of voice, accompanied by a look at the ‘makers’ lives outside of work.

Cost per hire

Applications

People reached

Click through rate

Video completion rate

Cost per click

The main aims of our month-long campaign were to show the variety of roles available in McCain’s manufacturing plants, and to communicate the key themes of family, innovation and sustainability which are rooted in their ‘We are McCain’ EVP. 

In an extremely competitive market for roles and with a number of said competitors on their doorstep, McCain chose to shout about what made it different from the rest, and championing the life-work balance that has been a core part of its offering since its beginnings. Our research team conducted ten interviews with McCain makers, who shared their real life stories and situations for us to bring to life, with one respondent saying ‘we’ve got a bigger story to tell, beyond just manufacturing’. Based on this, Wiser decided to focus on communicating that McCain wasn’t a job, but a career that can grow with you. 

To define our channel strategy and persona targeting, we selected the channels and relevant targeting options to reach the ideal talent where they spend their time, leveraging consumption behaviours & geo-targeting. We decided to go live on Meta, and our films team shot our hero video in 1:1 and 9:16, ensuring it was optimised for Meta to take up as much of the screen as possible - maximising attention from our target audience. 

We also installed Meta pixels to track the campaign's direct contribution (clicks), and this enabled us to retarget those who had engaged with the site without action.  We used ATS data across organic sources for the same roles to identify the campaign’s wider impact on employer brand awareness and application intake. 

In the last month of the campaign, we used our data to strategically retarget candidates. We focused on talent who previously engaged i.e. those who had visited the careers site, finished watching a social-cutdown, or read job descriptions. We targeted them with static testimonials, giving an insight into the day-to-day at McCain as a maker. 

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