McCain Signatures Trade Press Campaign

Client Challenge:

McCain Signatures are a range of very special frozen potato products. Each one unique. Each one the next best thing to home-made. They are versatile enough to be served as main meal accompaniments or as stand-alone snacks which can be served for incremental profit. Our challenge was to differentiate these premium potato products from McCain’s core Classics chips range in the Pubs/Catering trade press and to encourage caterers to trial/trade-up to these new premium products.

Our campaign:

The new look Signatures advertising introduced a gastropub-feel, with a range of distinctive meal presentations and settings and, most importantly, heroic potato products. The hand-written script headlines suggested chalk-board specials menus, helping root the Signatures range in an upmarket, premium pub environment. The ads were intentionally ‘consumery’ in look and tone. The products were allowed to speak for themselves, with very little in the way of explanatory copy, just succinct, desirable product benefits that justify the premium.

For further information please contact:

Paul McGann, Head of Teamwork at Brahm on 0113 230 4000 or email p.mcgann@brahm.com

Alternatively or call Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com