Branding news: McCain revamps line to emphasise health

by Melanie Godsell, Marketing 13-Sep-06

McCain is repositioning its frozen-potato products to focus on their health credentials and restore consumer confidence in the brand.

The packs will feature images of the natural ingredients used to make
the products and highlight nutritional information using both the
guideline daily amount system and the Food Standards Agency's

traffic-light labelling.

The revamp, by Elmwood, will see the McCain logo move from the top of
the packs to a central position to ensure that it can be seen in
supermarket freezers; the category is renowned for untidy
merchandising.

It will ditch the glossy finish typical of the packaging of less healthy
foods, in favour of a matt substrate, while the colours have been toned
down to achieve a more natural look that will support its positioning;
the company claimed that vibrant colours have connotations of
mass-produced food.

McCain is supporting the relaunch with the second phase of a £15m
TV, cinema, radio and online campaign breaking this week. The work,
called 'It's all good', was created by Beattie McGuinness Bungay.

The revamp follows an 8% fall in sales in the 52 weeks to 23 April,
according to TNS Worldpanel research for Marketing's Biggest Brands
survey.