McCain Foods has launched its International Style Zigzag Fries range in India under the #TasteTheWorld campaign. The new range has included four flavours inspired by Italian, Korean, American and Mexican cuisines.
The company has introduced the range to cater to consumers seeking international flavour experiences in at-home snacking options. The fries have featured a zigzag shape designed to hold seasoning and have been positioned as a quick-serve snack prepared in three minutes.
As part of the campaign, the brand has released two digital films conceptualised by Schbang. The films have focused on the Italian Style and Korean Style Zigzag Fries variants and have depicted protagonists being transported to locations inspired by Italy and Korea after taking a bite of the fries.
The campaign has also included an AI-powered microsite that has encouraged consumers to participate through QR codes available on product packs. Consumers have been invited to choose destinations including Italy, Korea, America and Mexico, create personalised travel reels using their photographs and share them for a chance to win travel vouchers from Yatra.com worth Rs 75,000.
The initiative has combined digital engagement, user-generated content and flavour-led marketing as part of the company’s latest consumer outreach strategy in India.
Shreyashi Keshri, Head of Marketing, McCain Foods India, said, “Our International Style Zigzag Fries are designed for the Indian consumer whose curiosity for global cultures flourishes around shared plates and cherished company. We wanted to deliver not just delicious snacks, but an invitation to experience the world, right from your living room.”
Jitto George, Executive Vice President, Schbang, added, “The #TasteTheWorld campaign, teleportation films, and AI travel reels are curated as invitations — moments consumers genuinely want to share.”
