McCain Foods is to launch a new website at the centre of a customer loyalty programme as part of its customer engagement strategy.

At the centre of the strategy will be a consumer website, targeting mums with busy lifestyles and featuring recipes, games, surveys and video content.

Traffic will be driven to the site through on-pack promotions, coupons and brand partnerships. Meanwhile social media sites such as Facebook and Twitter will also be integrated into the campaign, helping to draw visitors to the website.

Nicola Ech-Channa, communications manager at McCain Foods, said: “This focus on our customers will allow us to get to know them even better and have an informed, personalised dialogue with them over the long-term.”

The campaign will be run by digital and eCRM agency Underwired Amaze and will use the Agillic platform.

Ech-Channa said: “Underwired Amaze has already executed a hugely successful eCRM programme for us; we are now taking it to the next level using Agillic to integrate all activity from the point where a customer collects a coupon, to targeted and triggered email and SMS communications.”

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