McCain Pub Style Fries: Spring 2015

McCain Foods USA crafted a new fry that was thick cut, crisp on the outside, fluffy on the inside that stays hot longer than traditional thick cut fries. To announce this new product, a photoshoot of recipe ideas was scheduled and a sell sheet both with and without rebate was created.

On-set I worked with the photographer to lay out the best recommendations on props for each shot. Account service and client then narrowed their choices based on our recommendations. Once we moved to the photo stage I worked with the food stylist and photographer to setup the shot that best fit the brand and possible use cases before bringing account service and the client in for final approval. After two days on set, 6 total shots with variations, and far too many fries eaten to count, we wrapped.

Photography—shot in studio with a food stylist and photographer. Each plate, napkin, box, tabletop, etc. were chosen to feel like a sit-down, casual restaurant and make the golden fries pop out. 

Sell Sheet—a two sided 8.5x11” sell sheet displayed product information, recipes, and order information. An 8.5x14” version with a tear off rebate was created for incentive to operators to try the new product.

Art Direction/Design: Mikaela Buck
Photography: Kevin Smith