Frozen food company McCain is backing the launch of its new McCain Roasts frozen roast potatoes with a shopper marketing campaign in Iceland which aims to give away £1.6m of roasting trays.

Developed by Blue Chip Marketing, the activity follows on from the hugely successful Ultimate Chip Tray offer that ran through the retailer earlier in the year.

Customers will be able to pick up their tray in Iceland stores whenever they buy a 1.4kg bag of Roasts.

The large non-stick roasting tray is 100% British-made, can be used over and over again and has an RRP of £5. The packs are on offer at £2 during the promotional period, adding significant value for the shopper.

Mark Hodge, McCain Foods Marketing Director, says: “We’re offering shoppers a fantastic new product that we know they will love. In fact, 65% of consumers in an independent taste test said that new McCain Roasts were as good as or better than homemade.”

Blue Chip London Business Director Myrtle Doyle adds: “Once again McCain have launched a category-changing product and a category-leading offer. By getting the McCain brand out of the freezer and into the everyday range of cooking tools, we get to remain front of mind for shoppers whilst delivering great value for families in the run up to Christmas.”

There are 320,000 trays available, and the offer will be communicated through McCain branded counter display units, freezer back boards, window posters and online banners whilst stocks last.