McCain has recruited RuPaul’s Drag Race UK star Baga Chipz as its latest creative director as part of its ‘Anything Goes’ campaign.
Butting heads with conventionality, the frozen food brand wishes to see Baga bring her unique style to the brand’s marketing campaigns.
The role will see the BBC Three reality TV star promote several chip filled dinners in a bid to highlight McCain’s inclusive nature and diverse customer base.
Baga has already taken to Instagram to present her chip butty making methods to the social media world.
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“Everybody knows that chips are the star of any plate. Just like me, they’re completely gorgeous and always the center of attention, so don’t be afraid to get creative with them,” Baga Chipz said.
“Midweek meals are the ultimate occasion to let loose and I will be here to bring a bit of ‘appiness by serving you some delicious potato realness. So look out, your midweek meals are about to become Much Betta!”
The announcement comes as many other brands look to challenge tradition and delve into diverse marketing collaborations. Most recently M&M’S announced Lil Nas X as its new brand ambassador.
McCain marketing director Mark Hodge said: “We’re delighted to finally be able to unveil Baga as our first-ever creative director – her iconic and fearless attitude perfectly encapsulates our ‘Anything Goes’ philosophy. With Baga’s support, we really want to highlight that any meal can be exciting when you invite McCain on to the plate through our new series of social videos.”
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