Who: McCain Foods, The Hive, UM, Mile Inn (production).

What: “Always Sharing Together,” a campaign for new McCain’s Dipn’ Wedges.

When & Where: The bilingual campaign launched last week with TV and online video, while out-of-home and social media elements are coming later this summer.

Why: The campaign is part of a broader master-brand strategy developed by The Hive called “Always____Together.” Its stated goal: create a greater connection between customers and McCain’s potato and prepared food brands.

How: The 30-second spot introduces Dipn’ Wedges snack product as a made-in-Canada solution to a traditional social faux-pas: the double-dip. The key product feature is its crescent shape that enables users to take more dip—thereby eliminating the need for double dipping. The ads feature a pair of party-goers who marvel at the product’s ability to eliminate the breach of party etiquette.

And we quote: “McCain is an iconic Canadian brand and continues to bring innovation to the frozen food category. This creative brings the benefit to life in a humorous way, sharing with Canadians a new occasion to enjoy McCain products—who doesn’t love to dip?”—Bryan McCourt, VP marketing at McCain Foods Canada.