McCain focuses on fat content
McCain is planning an ad campaign that will promote its oven chips as healthy and urge consumers not to feel guilty about eating them.
Print and TV activity, created by TBWA\London, will use the strapline
'Fat or fiction?'. It will run until March 2006.
The ads will compare the 5% fat content of McCain oven chips with other
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products that are traditionally regarded to be more healthy.
The campaign has been prompted by growing consumer concern about healthy
eating, combined with the unhealthy image of oven chips.
Simon Eyles, head of communications for the oven chip brand, said: 'Our
research showed that 52% of respondents said they felt guilty serving
their family chips because they thought they were unhealthy.'
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