McCain Foods India has launched its international-style Zigzag Fries range under the ‘#TasteTheWorld’ campaign, introducing globally inspired flavours designed to appeal to Indian consumers seeking international snacking experiences. The new range includes Italian, Korean, American and Mexican flavour variants, extending McCain’s portfolio in the frozen snacks category.
The campaign positions the new products as more than a food offering, framing them as part of shared social experiences and everyday gatherings. Through integrated storytelling and technology-led consumer engagement, McCain aims to connect global food culture with local snacking habits.
The product range has been developed around changing consumer preferences, where interest in international cuisine and global cultural experiences continues to grow. McCain said the Zigzag Fries have been designed with a textured shape intended to hold heavier seasoning and deliver a restaurant-style snacking experience within minutes at home.
As part of the launch, the brand has rolled out two digital films conceptualised by Schbang. The films focus on the Italian and Korean flavour variants and use a ‘teleportation’ concept to depict consumers being transported to culturally recognisable environments after tasting the fries.
One film places the protagonist within the atmosphere of Italian streets and culture, while the second draws on Korean pop culture references and urban energy. Both narratives centre on social sharing and the idea that food experiences become more memorable in the company of others.
The campaign extends beyond films through an AI-powered microsite designed to deepen consumer participation. Consumers purchasing packs from the international-style Zigzag Fries range can scan a QR code and select a destination linked to the product flavours, including Italy, Korea, America or Mexico.
The platform then allows users to create personalised travel-themed reels using their own photographs, virtually placing them within the selected destination. Participants can share the reels for a chance to win Yatra.com travel vouchers worth INR 75,000.
By integrating AI-enabled personalisation with social media sharing, McCain aims to transform routine snacking occasions into digitally interactive experiences. The campaign combines food, entertainment and technology to encourage user-generated content and social participation.
Shreyashi Keshri, head of marketing, McCain Foods India, said, “Our International Style Zigzag Fries are designed for the Indian consumer whose curiosity for global cultures flourishes around shared plates and cherished company. We wanted to deliver not just delicious snacks, but an invitation to experience the world, right from your living room.”
The creative approach also reflects broader advertising trends where brands are increasingly using immersive and participatory digital experiences to strengthen engagement with younger audiences. Through the combination of culturally themed storytelling and AI-led interactivity, McCain positions the campaign around discovery, social connection and shareable experiences.
Jitto George, executive vice president, Schbang, said, “The #TasteTheWorld campaign, teleportation films, and AI travel reels are curated as invitations — moments consumers genuinely want to share.”
The campaign has been developed to position McCain within a broader lifestyle and entertainment context rather than solely as a packaged food brand. By linking global flavours with aspirational travel experiences and digital storytelling, the brand seeks to create stronger emotional and social relevance among consumers.
With ‘#TasteTheWorld’, McCain Foods India continues to expand its marketing strategy around experiential engagement, while reinforcing its role in at-home snacking occasions and social gatherings through globally inspired product innovation.
