McCain is placing diversity at the heart of its advertising with a new campaign focusing on “real” families, with the brand claiming consumers have “had enough” of misrepresentation in ads.

The ‘We Are Family’ campaign, which was created by adam&eveDDB and launches today (17 August), looks to celebrate “modern day families” at meal times.

The ad shows a host of real families, from single parents and LGBT+ families to “grandparents who act as parents”, proving that everyone still unites over meal times together. It will run for 10 weeks across TV, digital, PR and social media.

The £6m activation was formed in response to brand research, which found half of Brits don’t think popular culture reflects the reality of modern families and 84% of consumers were unable to recall seeing anything in popular culture that featured a family like their own in the last six months.

McCain’s marketing director Mark Hodge says the ad is a “natural evolution” from its previous campaigns, which also showed “real” families at meal times but didn’t have diversity at its core.

The brand decided to take a stronger point of view on diversity due to consumers becoming increasingly cynical and having “had enough” of misrepresentation in ads.

“It’s a bigger and bolder step. It seemed like a natural evolution. There is a significant misrepresentation of British families. The numbers from the research were quite staggering and show that as an industry we’re failing in some ways,” he tells Marketing Week.

Hodge insists the campaign marks the start of a…