The campaign is aimed at building brand loyalty among families and introduces the strapline "if it matters to families it matters to us".
The website, created by Underwired Amaze, is aimed at mothers and contains, among other things, video recipes featuring 'Loose Women''s Andrea McLean, information about local events and money-off coupons.
Users who interact with the site are rewarded with "spud shillings" that can be redeemed for high street discount vouchers.
Nicola Ech-Channa, communications manager at McCain Foods, said: "Using the consumer insight we have gained through our eCRM programme, we have created a website that will not only help us to build an emotional connection with mums, but also to reward them for spending time online with the brand."
The ad campaign is created by Beattie McGuinness Bungay and launches on Wednesday (15 September), running across TV and radio for six weeks. The website launches tomorrow.
The TV ad features heart-warming and amusing examples of proud family moments and concludes with framed pictures of McCain products proudly hanging on the wall, just like family photos at home.
This article was first published on marketingmagazine.co.uk