McCain makes drag queen "Baga Chipz" their "Creative Director"

Frozen food giant McCain announced that drag queen Baga Chipz is to serve as the brand’s creative director. What Baga Chipz will do is perform as a drag queen in the ‘Anything Goes’ campaign, bringing 'unique style' to the humble chip, from classics to chip butties to chips and beans.

Created by the agency We Are Social, the campaign targets a Gen Z audience who can take tips from ‘Queen of Chips’ on how to glam up the midweek meal. 

 

Mark Hodge, marketing director at McCain

Baga said: “Everybody knows that chips are the star of any plate. Just like me, they’re completely gorgeous and always the center of attention, so don’t be afraid to get creative with them. 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!”

 

The ads will feature on Baga’s Instagram account as well as McCain's social media accounts such as twitter. The "Baga's Ultimate Chip Butty" advert you can see below didn't get the warm reception McCain's was probably hoping for, with hundreds of women in the replies saying this campaign is full of "sexist, misogynist, regressive and downright offensive sex stereotypes."

Many women replying to McCain's tweet claim to have immediately reported the ad to the ASA in the UK.

The line that offends the most is “Great big knockers if you’re making a banga. You could park a bus between them.” which women are comparing to old school Benny Hill show-style seventies sexism.

 

'Got to have great big knockers' - I buy [bought] these for my 9yr old, she doesn't have 'knockers' yet. What a charming ad for kid's food.

— Lee Bee Bragg4Life 467 🟩⬜🟪 (@bennite75) June 28, 2022

 

So you've chosen to advertise kids' food with sexual innuendo from a style of "entertainment" aimed at adults.

Are you hoping to tap into the paedophile market?

— 🏁 Mike (@RoddickMichael) June 28, 2022

 

They all seem to have lost their appetite. A far cry from what was planned, as Mark Hodge, marketing director at McCain

MCCAIN

GB MARKETING DIRECTOR: Mark Hodge

MARKETING CONTROLLER, BRAND BUILDING: Joanna Eastwood

SENIOR COMMUNICATIONS MANAGER: Lizzie Pyle

WE ARE SOCIAL

GROUP ACCOUNT DIRECTOR: Angus Flockhart

ACCOUNT DIRECTOR: Sam L’Etang

SENIOR PROJECT MANAGER: Rachel Eades

CREATIVE DIRECTOR: Danielle Melia

SENIOR CREATIVE / ART DIRECTOR: Joshua Crossley

SENIOR CREATIVE / COPYWRITER: Stephanie Gane

EDITORIAL DIRECTOR: Rhiain Morgan

STRATEGY DIRECTOR: Zanna Wharfe

SENIOR DESIGNER: Charlotte Temple

WE ARE SOCIAL STUDIOS

SENIOR PRODUCER: Angelica Riccardi

PRODUCER: Brooke Lagana

PRODUCTION COORDINATOR: Keri Douglas