McCain Foods GB: A hot potato
PHD London
What were the objectives for the creative work?
Commercial objectives
- Grow the size of the frozen potato category - bring new consumers to the frozen food aisle of the supermarket with the launch of McCain Ready Baked Jackets
- Avoid cannibalisation - with such an extensive product portfolio it was important that this launch did not steal share away from McCain's other products
Marketing objectives
- Drive 10% penetration of UK households in Year 1 with the new McCain Ready Baked Jackets product. This equates to 2.6m households
Communications objectives
- Drive awareness of the...