McCain Foods | Company Profile, Marketing Contacts, Media Spend, Brands
McCain Foods is a frozen food manufacturer. The company is commonly known for being one of the leading french fry makers in the world, however McCain also produces frozen vegetables, juices, pizzas, entrees and desserts.
|Main Telephone||01723 584 141|
|Main Fax||01723 581 230|
McCain Foods ContactsContacts (5/13)
|Dirk V.||Chief Executive Officer||North Yorkshire|
Sample of Associated Brands
|Howard .||Chief Commercial Officer||North Yorkshire|
|Mark H.||Marketing Director||North Yorkshire|
|Bill B.||Corporate Affairs Director||North Yorkshire|
|Gillian S.||Human Resources Business Partner||North Yorkshire|
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McCain foods unveils tasty spuds to coax taste buds
Subject: Campaigns, Frozen Foods,
Company: McCain Foods
Opportunity: The company is seeking to revamp the brand in order to bring here). Priorities are changing (see campaigns below), both for health-conscious consumers and for consumer-conscious brands.
Reach out for media opportunities and ideas for ways to target wary consumers. Frozen foods have come under fire in recent years, resulting in a “what about us?!” effect. The industry as a whole needs an ego boost.
released its first campaign since hiring Adam & Eve/DDB, worth £8m and spanning outdoor, PR, radio, in-store, VoD and social media over an eight-week period.
The goal, to reframe teatime, should encourage families to strengthen internal bonds, spend more time together and enjoy each other’s company.
Yes, ‘tug, tug’ go your heart strings, no doubt — particularly when you hear that the ad features real families from across the UK in unscripted dialogue, in their own homes with dogs, laughter and all the precious noises of family.
The fly-on-the-wall concept brings to life the real everyday joys at teatime in all of their wonderful forms that are often overlooked in the bustle of the week.
Mark Hodge, marketing director at McCain, said: “McCain has been a family favourite for 50 years; not only do we know a few things about potatoes, but we also know a lot about family teatimes. We have listened to mums and we know that teatime has become a functional occasion; it's busy, over in a flash and often goes by unappreciated. In reality, teatime is where much of the good stuff happens and the joy of teatime can be found at every table up and down the country.’
“Our aim is to create excitement around teatime amongst new and existing shoppers. We are keen to help families across the UK appreciate the occasion, enjoy the good stuff and relish the simple joy of connecting over food as well as offering quality, value and convenience from our product portfolio.”
Product Launches: The company unveiled six new products in March, all of the potato persuasion. McCain will hopefully reinforce its leading position in the UK frozen chip producer by tapping into the changing desires of consumers and driving volume and value growth in the frozen sector.
Each year, McCain has released a limited edition flavour of Wedges, and this strategy has thus far been successful. This year, it’s McCain American BBQ Wedges. In addition, McCain will launch Spicy Peri Peri Fries, Steakhouse Ridge Cut Fries, frozen Mashed Potatoes, new and improved Croquettes and Mash Machines (made with real mashed potato, prepared with sunflower oil, low in saturated fat and sold in different shapes, such as trains, plans, cars and boats.)
We've done lots of research into exactly what it is that consumers are looking for, and we think we are spot on to help make every day teatimes more enjoyable through inspiration, choice and variety.”
Agency Relationships & Media Spend: McCain works with Adam & Eve/DDB for creative after Beattie McGuinness Bungay lost the £20m ad account last September. Last May the company appointed TMW as its digital agency. PHD Media is the company’s media agency.
McCain spent 24.25% more on media in 2014 than in 2013, jumping from £9.5m to £11.8m. Highest spend was in TV (at £6.3m), Outdoor and Press, followed by Radio, Door Drop and Internet (descending by pounds spent.)
Havers Hill, Scarborough, North Yorkshire, YO11 3BS, 01723 584 141
Business Development Controller
Director of Corporate Affairs
D: 01723 580475