McCain launches new campaign highlighting families raising disabled children

McCain has launched its brand new campaign Little Moments to raise awareness of its partnership with childhood disability charity Family Fund.

Campaign includes national TV advert rollout and Sky partnership following a £1m pledge from McCain to Family Fund to help support the charity’s goal to provide 150,000 grants and services per year to families raising disabled or seriously ill children.

The grants from Family Fund allow the families to purchase essential items to help their day-to-day lives and spend more time together.

“As a family-run business we’ve always looked to make a genuine difference to British families and communities, and as the pandemic hit, we knew we needed to step up which is why we pledged £1m to Family Fund to help support 150,000 families raising disabled or seriously ill children,” commented Mark Hodge, Marketing Director at McCain.

“Today's campaign launch is focused on raising national awareness of Family Fund, both to highlight the great work they do in providing essential items to families in need, but also shine a spotlight on the little moments they treasure that many of us take for granted, like coming together at mealtimes.”

The TV advert features six real-life families from around the UK who have been helped by Family Fund. The 60 second and 30 second adverts will be shown during primetime across UK national channels.

To coincide with the advert going live, McCain and Family Fund will be releasing a special report on how mealtimes for families raising disabled children have been affected during the pandemic. In addition, McCain will partner with Sky and comedian and children’s author David Walliams to tell the stories of families supported by Family Fund across a series of animations.

McCain and Family Fund will also be working with a range of celebrities including Christine McGuinness to discuss the impact of raising disabled or seriously ill children on mealtimes, family life and community.

The campaign is the fourth instalment of the ‘We are Family’ series which aims to champion real life British families and re-dress the misrepresentation of families in popular culture.

As part of the recent £1 million pledge announcement, McCain launched a limited-edition run of packs of McCain Home Chips, designed by an art competition winner Charlie Conway (10). Charlie, who has autism and a brain injury, lives in Bradford with his parents who have been supported by Family Fund over the years.