McCain celebrates the ordinary in latest campaign from Cummins & Partners

The everyday interactions we often write off as ‘nothing special’ are at the centre of Cummins & Partners’ latest campaign for McCain, as the brand celebrates the role of food in wholesome moments with family and friends.

The ‘nothing special’ campaign suggests a new direction for the brand under Cummins & Partners, after McCain handed the agency an expanded remit to included media duties, as well as strategic and creative work in November last year.