McCain Food’s UK unit has teamed up with the Bristol-based creators of Wallace and Gromit to put stop-motion animated versions of its ‘specially selected potatoes’ on viral parade – with scrumptious results for the marketer.

Visitors to potatoparade.co.uk can create a personalized parade to send to a friend, and nearly 100,000 such messages were sent in the first six weeks after the initiative broke on Nov. 14. By MiC‘s press deadline, the site – created by Glue London and seeded around the net by Rubber Republic, also of London – had received 230,000 visits, including 4,000 from Canada. Visits remain steady at around 2,500 a day.