McCain is launching a £1 million campaign to drive awareness and trial of its Sweet Potato product through targeted TV, press, sampling, online and coupons.

A Sweet Potato sampling road show will be travelling across the UK this March and April, giving over 100,000 consumers the chance to taste Sweet Potato and pick up a coupon booklet which includes three 50p off coupons.

Supporting this, a Sweet Potato competition website has been created, giving consumers the opportunity to describe their perfect dinner party for a chance to win a meal cooked by a professional chef. The winner will be selected by a public vote via the website with competition entrants and voters each receiving a 50p off coupon for taking part.

Alan Castle, Head of Customer Marketing at McCain, says: “We are dedicated to investing in our products to increase consumer awareness and trial, which is why we are putting significant backing behind Sweet Potato.”