Additional Information
Content
McCain in brand revamp to broaden identity
McCain Foods is embarking on a radical overhaul of its 50-year-old brand identity as part of a strategy to reposition itself as a 'potato' brand rather than a 'chip' one.
McCain: preparing global brand revamp
The UK will be the first market to use the fresh identity, developed by BrandOpus, from January.
It is understood that the logo will lose the former 'sunburst' motif and 'contemporise' the brand, which until now has used 50s 'Americana' styling.
The identity will be inspired by natural and wholesome imagery developed through its 'It's all good' ads, created by Beattie McGuinness Bungay.
While chips remain a core product, the brand has extended over the past year into lines such as jacket potatoes.
This article was first published on marketingmagazine.co.uk
Additional Information
Latest jobs Jobs web feed
- Graphic/Web Designer fishtank 17k to 27k per year GBP, United Kingdom
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Digital Brand Manager Nike Europe Competitive + attractive relocation package for foreign hires, Amsterdam
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Senior Account Manager [Shopper Marketing] - Excellent London Agency - c£36k + Fill Recruitment Ltd c£36k + and great benefits, West London
Most read
Most commented
BR Insight
Digital Integration: Connecting the Dots (Webcast) External website
Integrated digital marketing offers huge opportunities to engage, servic...
Internet Shopping: 6 Quick Wins to Revive Your Online Sales (Expert Reports) External website
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
Tablets: Redefining Consumer Experiences (Webcast) External website
As a nation, the UK is media and technology obsessed with over half of t...
Harness the Power of Your Customer's Digital Voice (Webcast) External website
All customers have the potential to become your brand advocates, driving...
Improving Marketing and Media Performance (Expert Reports) External website
A recent Brand Republic survey revealed that 78% of respondents felt und...
