The brief

McCain, despite being the nation’s number 1 frozen chip brand, was not growing as fast as the overall category, and the reasons to buy McCain over competition were unclear.

Our brief was to give McCain a role on pack, whilst bringing to life the ‘It’s all good’ strategy.

This enabled consumers to purchase at a brand level instead of individual products; whilst creating a stronger sense of unity across the large portfolio.

Solution

Briefed not to alter the existing McCain logo, we integrated the existing identity giving it a role on pack by transforming the freezer symbol into the sunshine. This created a positive, natural world, which provided context for the previously undefined ‘sparkle’ in the identity. The brand role was shifted from being the frozen experts to a positive, natural world.

The creation of a clear brand architecture allowed navigation between the different ranges and a consistent hierarchy enabled the different products to be clearly understood.

Results

The refreshed identity takes McCain beyond its role as a manufacturer’s endorsement and into a master brand, allowing integration and ease of navigation across the portfolio.

Each variant is differentiated but clearly still belongs to the larger McCain family. This unified and stronger identity elevates the role of the brand, encouraging shoppers to choose McCain at a brand rather than product level.

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What the client says

“The new identity successfully communicates a real sense of naturalness, warmth, confidence and feel-good, which is exactly what the McCain brand is about. In addition, the new ranging structure really clarifies and simplifies the portfolio and ultimately provides an exciting platform to drive brand growth in the future.”

Mark Hodge,
Head of Brand, McCain

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