McCain: When the chips are down, margins matter. How a focus on long-term emotional brand-building reduced price elasticity and increased profits for McCain.

Frozen chip brand McCain invested in a ten-year brand strategy to combat economic challenges in the UK.

Campaign details

Brand: McCainAdvertiser: McCainEntrant: adam&eveDDB Category: Single MarketPrincipal authors: Roisin Mulroney, adam&eveDDB Contributing authors: Beth Wilson, adam&eveDDB; Amanda Rowe, Circana; Les Binet, adam&eveDDB; Heather Alderson, adam&eveDDB; Hugh De Winton, adam&eveDDB; Catherine Willoughby, adam&eveDDB

Client comment

Mark Hodge, VP Marketing, McCain

McCain is a global business. Through the UK’s activity, we have demonstrated in objective terms the power of long-term brand building. This has become an important case study for the global business.

At the core of this success story is the mindset shift to see brands as...

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