McCain partners with Kimberley Walsh to launch ‘Teatime to Talk'

Today (30), McCain launches Teatime to Talk, a series of digital and audio conversation cards specifically designed to spark conversation starting points for families of all ages and abilities during mealtimes.

Voiced by Girls Aloud star, TV presenter and mum of two, Kimberley Walsh, and created in partnership with leading UK child psychologist Dr Laverne Antrobus, the cards have been created following new research released today, that reveals almost a third (31 per cent) of families state the cost-of-living crisis has hindered their family time, with a quarter claiming communication within households simply hasn’t been the same since the cost of living crisis started.

Each card has been crafted with Dr Antrobus to ensure they work for all families, no matter their age or ability - posing intriguing, amusing and even unexpected questions. With teatime still cited as one of the only moments many families get together in a day and 74 per cent of families confirming how highly they value this moment as quality time, each Teatime to Talk conversation-starter has been deliberately designed to help families get the very best out of these simple but precious moments with one another.

The research, commissioned by McCain, also reveals that the typical family spends less than an hour a day together, eating only as a household on four days out of seven. More than a third (34 per cent) of all families polled also claimed the cost-of-living crisis has hindered family time.

While 35 per cent of families have claimed they have spent more time at home in the past 12 months due to the economic climate, research has revealed this doesn’t necessarily equate to more time spent together. This comes with 42 per cent of families revealing they usually spend time away from each other when at home. This, coupled with the fact that families are under increased financial constraints, means mealtimes spent sharing quality time with loved ones, is more important than ever before.

“I’m thrilled to be working with McCain as part of its ‘Teatime to Talk’ campaign," said Kimberley Walsh, who poses the questions. "I think the conversation cards we’ve created are a brilliant way to kick-start some teatime conversations in any family and I can't wait to try them out with own my kids too!”

“With everything going on in the world, it’s no surprise families can struggle to find time to talk with one another," said Dr Antrobus. "My work focuses on helping people better communicate their thoughts and feelings which leads to closer relationships. The questions that have been crafted for the Teatime to Talk cards encourages everyone's voice, drawing on each person's problem solving skills and creative thinking. These cards will enhance the day to day conversations families have, helping them to reconnect with one another. Working in partnership with McCain to create these cards to keep families talking has been a truly heartwarming journey.

Mark Hodge, Vice President, Marketing at McCain Foods UK&I said: “It’s clear from the research that many families across the UK are struggling to make the most of time together, so we’re delighted to be launching ‘Teatime to Talk’ today, to help families have more quality time with each other over dinner. Our cards are relevant for all ages and abilities, and we hope they help families to enjoy those simple moments that matter such as teatime!”

Designed to be used around the dinner table, by families of all ages, "Teatime to Talk" the conversation cards are available to view or download for free from McCain’s website, or via all major streaming platforms including Spotify.