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McCain
When the chips are down, margins matter: How long-term emotional brand building delivered for McCain.

RAN IN: United Kingdom

CLIENT
McCain Foods


AGENCY
adamandeveddb *Lead Agency

Catherine Willoughby, Planning Director
Róisín Mulroney, Planning Director
Lesley Smith, Business Director
Mike Stern, Managing Partner
heather alderson, Planning Partner
Les Binet, Group Head of Effectiveness
Hugh De Winton, Planning Partner


PHD (London)

Lucy Holmes, Managing Partner
Lucy Brown, Client Partner
Frith Hofmeester, Strategy Director
Mandy Cross, Business Director


SUMMARY

In 2014, McCain faced a double-headed challenge. Customers were buying more own label chips and shopping more at the discounters, where McCain chips weren’t available. Promotions delivered short-term volume, but depressed revenue and margins. Taking a bold long-term approach, McCain committed to a nine-year investment in brand advertising. With an enduring creative platform based on real families. Sales immediately increased, and kept growing, despite rising costs, fierce competition, and macro-economic shocks. The future looks bright.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Paid,OOH – Billboards,Print - Newspaper,Public Relations,TV

Language: English