Oh My Veg! Heats up the Freezer Aisle with ‘Sexy’ Campaign in Australia and New Zealand

The McCain brand in Australia has launched a funny campaign for frozen veggies Oh My Veg! that aims to take a less than sexy product category and give it a little something-something.

Created by Cummins&Partners the series of ads ask people to “reconsider a trip to the coldest part of the supermarket with the promise of something deliciously different.”

The result is a bit of fun sexual innuendo in the freezer aisle.


“Oh My Veg! is to frozen veg what Antonio Banderas is to Rowan Atkinson,” said Heath Collins, creative director, Cummins&Partners. “While both perform their roles admirably, one is clearly much sexier, and far more enticing. We wanted to give the hottest thing in the freezer the cheeky campaign it deserved.”


“We’re proud of the product,” said Karen Ramsay, marketing manager, McCain Foods, Australia & New Zealand. “We think it’s a real game-changer for the frozen vegetable category. The campaign Cummins&Partners has created cements the view that it’s time to rethink our expectations of frozen vegetables. And it’s really funny!”

This “steamy” campaign rolled out recently across Australia and New Zealand with an online video campaign, out-of-home and digital display.


Client: McCain Foods Australia
Marketing Director: Katrina Wilson
Marketing Manager – Vegetables: Karen Ramsay

Agency: Cummins&Partners
Creative Director: Heath Collins
Senior Copy Writer: Liam Jenkins
Group Account Director: Danielle Etzin
Senior Account Director: Sally Kingi
Head of Brand Strategy: Michael Hyde

Production: Cummins&Partners
Head of Production/EP: Karley Cameron
Broadcast Producer: Afrim Memed
Director: Jesse Richards
Grade: Crayon
Colorist: Abe Wynen
Sound: Bang Bang Studios
Engineer: Sam Hopgood
Producer: Polly McGregor
Media: Carat


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