McCain Foods customer engagement campaign to be handled by Underwired Amaze and Agillic

Underwired Amaze will design and build the consumer website, which will target mums with busy lifestyles and feature new recipes, games, surveys, coupons and video content. Surveys and a feedback forum will facilitate an increased dialogue with customers, increasing brand engagement via the site. On-pack promotions, coupons, brand partnerships and other activation channels, including Facebook and Twitter, will be integrated with advertising to drive traffic to the hub, promoting the McCain product range and acquiring visitor data.

Underwired Amaze will use Agillic, the European market leader in multi-channel marketing software, to capture, manage and optimise the data collected on the site, and to execute customer communications, integrating personalised emails, SMS and the onsite experience. 

Commenting on the customer loyalty programme, Nicola Ech-Channa, Communications Manager at McCain Foods, explained, “This focus on our customers will allow us to get to know them even better and have an informed, personalised dialogue with them over the long-term. Underwired Amaze has already executed a hugely successful eCRM programme for us; we are now taking it to the next level using Agillic to integrate all activity from the point when a customer collects a coupon to targeted and triggered email and SMS communications.”

Emma Nicol, Head of Client Services at digital agency Underwired Amaze, added, “We manage significant eCRM activity for McCain including strategy, creative, data and email delivery supplier management and evaluation. We recommended a new hub to support personalised, segmented content and selected Agillic as the platform to pull all the communications together into one platform. This way we can control things more closely, track reaction and deliver tailored responses to each customer.”

Turlough Martin, Managing Director of Agillic UK, commented, “McCain is one of the first FMCG brands to truly embrace CRM. This forward-thinking brand is moving its customer relationships to the next level focusing on participation and reward. The hub created by Underwired Amaze will offer an appealing experience, facilitating brand engagement and consideration which will ultimately drive more sales for McCain.”

The activity follows an investment by McCain of over £5 million as principal partner of UK Athletics. McCain‘s other marketing agencies include Beattie McGuinness Bungay and PHD.