Frozen food giant McCain announced that drag queen Baga Chipz is to serve as the brand’s creative director. What Baga Chipz will do is perform as a drag queen in the ‘Anything Goes’ campaign, bringing 'unique style' to the humble chip, from classics to chip butties to chips and beans.
Created by the agency We Are Social, the campaign targets a Gen Z audience who can take tips from ‘Queen of Chips’ on how to glam up the midweek meal.
Mark Hodge, marketing director at McCain, said: “The midweek meal is always deemed as nothing special, but we wanted to flip this narrative and what better way to do this than with the help of drag star Baga Chipz? Connecting with a Gen Z audience through tongue-in-cheek humour, the films frame the midweek meal as a precious time to let loose, on your terms.”
Angus Flockhart, group account director at We Are Social, commented: “We’re so excited to have unveiled our new creative director, with this series of films perfectly encapsulating the cheeky, ‘Anything Goes’ attitude of Baga Chipz. Finding favour with a demanding Gen Z audience, we wanted to show that when it comes to the midweek meal occasion, there really are no rules.”
Baga said: “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. 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 ads will feature on Baga’s Instagram account as well as McCain's social media accounts such as twitter. The "Baga's Ultimate Chip Butty" advert you can see below didn't get the warm reception McCain's was probably hoping for, with hundreds of women in the replies saying this campaign is full of "sexist, misogynist, regressive and downright offensive sex stereotypes."
Many women replying to McCain's tweet claim to have immediately reported the ad to the ASA in the UK.
The line that offends the most is “Great big knockers if you’re making a banga. You could park a bus between them.” which women are comparing to old school Benny Hill show-style seventies sexism.
'Got to have great big knockers' - I buy [bought] these for my 9yr old, she doesn't have 'knockers' yet. What a charming ad for kid's food.
— Lee Bee Bragg4Life 467 🟩⬜🟪 (@bennite75) June 28, 2022
So you've chosen to advertise kids' food with sexual innuendo from a style of "entertainment" aimed at adults.
Are you hoping to tap into the paedophile market?
— 🏁 Mike (@RoddickMichael) June 28, 2022
They all seem to have lost their appetite. A far cry from what was planned, as Mark Hodge, marketing director at McCain, 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.”
GB MARKETING DIRECTOR: Mark Hodge
MARKETING CONTROLLER, BRAND BUILDING: Joanna Eastwood
SENIOR COMMUNICATIONS MANAGER: Lizzie Pyle
WE ARE SOCIAL
GROUP ACCOUNT DIRECTOR: Angus Flockhart
ACCOUNT DIRECTOR: Sam L’Etang
SENIOR PROJECT MANAGER: Rachel Eades
CREATIVE DIRECTOR: Danielle Melia
SENIOR CREATIVE / ART DIRECTOR: Joshua Crossley
SENIOR CREATIVE / COPYWRITER: Stephanie Gane
EDITORIAL DIRECTOR: Rhiain Morgan
STRATEGY DIRECTOR: Zanna Wharfe
SENIOR DESIGNER: Charlotte Temple
WE ARE SOCIAL STUDIOS
SENIOR PRODUCER: Angelica Riccardi
PRODUCER: Brooke Lagana
PRODUCTION COORDINATOR: Keri Douglas