McCain has named RuPaul’s Drag Race UK star Baga Chipz as its new creative director as part of a new ‘Anything Goes’ ad campaign.
The self-proclaimed Queen of Chips will oversee all creative outputs of the McCain business, starting with midweek meals.
Having awarded herself an MBE for “contribution to the Potato Arts”, Chipz will be sharing her own take on British classics alongside giving the nation ideas and inspiration on how and where these plates can be enjoyed.
“Everybody knows that chips are the star of any plate. Just like me, they’re completely gorgeous and always the centre of attention, so don’t be afraid to get creative with them,” said Chipz.
“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!”
Chipz unveiled her ideas on 2 June via her personal Instagram page wearing her own personalised diamante oven gloves.
“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”, said Mark Hodge, marketing director at McCain. “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.”
“As McCain’s creative director, I’ll be helping the nation embrace the wonderful, magical world of chips and encourage everyone to celebrate their mealtimes,” Chipz added. “I can’t wait to reveal my Baga-twist on delicious potato recipes. We’re much better when we live as our authentic selves, so go on… live your truth, grab a chip and be fabulous!”
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