It's All Good
THE BUSINESS PROBLEM
Confronted by worrying media reports about obesity, traffic lights on their packaging and a certain Mr Oliver questioning the nation’s food habits, the people of Britain reassessed what was and wasn’t appropriate for family mealtime. All of a sudden, chips were bad and McCain’s sales suffered.
THE IDEA
McCain Oven Chips are made of potatoes and sunflower oil. Nothing else, just tasty chips and only 5% fat. Our task was simple, use these facts to assuage people’s guilt and make them feel good about eating chips again.
THE RESULTS
20% uplift in brand consideration 27% increase in the YOY value sales
