McCain’s new ad campaign, via voice-assisted, actionable audio advertising, will leverage the popularity of air fryers to cook their oven products.

To communicate with the ad via smart speaker, listeners who say “Alexa, Open McCain” will be sent a link with recipe suggestions for cooking McCain Foods in an air fryer.

The move follows research from Neuro-Insight that suggests branded smart speaker ads trigger a 25% increase in brain activity when compared to standard audio ads.

Actionable audio ads comprise of three elements: 

• a radio ad via a smart speaker
• a smart speaker call to action
• an interaction for more information or offers

McCain Foods joins a growing list of leading brands capitalising on the benefits of actionable audio advertising.