McCain Happy Frydays Café
Brand Storytelling, Organic Social Media, Experiential Strategy
October – November 2024
The Challenge
McCain Foods set out to reframe the way people think about frozen french fries; their newest product, the Jumbo Crinkle Cut, was launching - and while fries were often seen as a quick side dish, the brand wanted to reposition them as the centerpiece of shared meals and meaningful moments.
Their tagline, “Together is Golden,” was the emotional anchor. Our challenge was to bring this sentiment to life in a way that felt fresh, exciting, and culturally relevant - particularly with older millennials and young families looking for fun, low-effort ways to elevate mealtime at home.
Audience Focus
We aimed to connect with busy parents and Millennial food-lovers - people who wanted convenient meal options that still felt joyful and inspired. They didn’t want just another freezer meal; they wanted something quick, reliable, and just a little unexpected.
To resonate, our tone had to blend playful creativity with brand trust. We needed the experience to be whimsical without veering into gimmick, and elevated while still feeling totally accessible.
My Role & Strategic Approach
As the program’s Account Supervisor, I was responsible for bringing McCain’s first large-scale experiential activation to life: The Happy Frydays Café, a custom-built french fry pop-up in the heart of Toronto.
I oversaw the project from top to bottom - from initial concepting to final execution - guiding internal stakeholders, agency partners, creative teams, and on-site staff to deliver an experience that was both imaginative and operationally sound. Every touchpoint was thoughtfully planned to reinforce the brand’s message of togetherness, while making the product shine as the hero of the experience.
From developing a themed menu with an on-site chef to working with key partners to craft PR strategy, influencer engagement, and organic social amplification, I ensured we weren’t just creating buzz - we were creating genuine brand alignment and impact.
Solutions in Action
Ensured we integrated McCain’s brand narrative into all elements of the activation, from signage to menu copy
Led cross-functional collaboration across creative, production, media, PR, and brand teams
Worked with influencer marketing team to ensure aligned Creator engagement strategy
Oversaw creation of a custom, chef-curated french fry menu that highlighted product versatility
Transformed a parking lot into an immersive brand space that was joyful, functional, and on-brand
Supported media launch events and community engagement throughout the activation
Results & Resonance
The Happy Frydays Café exceeded expectations across the board. Foot traffic was nonstop, social media buzz took off organically, and the Toronto community showed up in full force - lining up to get a taste and share the experience online.
Internally, the McCain team was thrilled, not only with the turnout, but also with how the experience repositioned their product in the eyes of consumers. What started as a product launch became a full-blown brand moment - one that felt fresh, fun, and foundational for future activations.
📍 Press coverage included:
Why It Matters
Fries may be simply delectable, but this project balanced the simple enjoyment of time with loved ones with a truly complex, whimsical experience - without losing any of the key brand messaging. With the right storytelling - and a whole lot of creative magic - we turned a beloved spud staple into the center of a joyful, shareable experience.
At High Frequencies Collective, I believe the best brand moments are the ones that feel both meaningful and approachable - and this activation struck that balance perfectly. Together really was golden.