McCain launches new Home Fries campaign

The Home Fries re-brand will build upon McCain’s long-running, ‘It’s All Good’ campaign, with an integrated marketing spend of £7m.

The campaign kicks off in February 2008 with a TV advertising campaign. The new advertising, created by BMB, follows on from the musically themed ‘Chips Glorious Chips’, 2006 TV adverts for the Home Fries and Oven Chips brands.

The campaign will involve an experiential sampling tour in supermarkets nationwide from 11th February until end March.

Additionally, online and PR activity will be central to the integrated campaign which will single-mindedly focus on establishing McCain Home Fries as the best tasting chip through the new proposition, 'Chips as chips should be'.

The foundation for the re-brand was an extensive consumer benchmarking survey, undertaken by McCain in 2007.

The results identified an opportunity to re-position and re-package the Home Fries brand in order to reinforce the product quality and communicate the taste appeal to consumers.

The survey, which involved a consumer blind taste test, resulted in McCain Home Fries being conclusively voted the best tasting chips.

New packaging has been developed by Elmwood to further communicate these quality and taste credentials.

The new pack boasts a darker, rich shade of blue and a simplistic design, focusing on the chips as the hero. A mouth-watering, steaming bowl of Home Fries in a contemporary black serving bowl is the central focus of the packaging.

Simon Eyles, Marketing Director at McCain commented, ”McCain has long considered Home Fries as our best tasting chip and this consumer endorsement allows us to take that accolade one step further.

"Our research and sales figures show that consumers are choosing McCain Home Fries because of their great taste and our new positioning and packaging now better communicates that.

"Golden and chunky with a delicious taste, beautifully crispy on the outside and soft and fluffy on the inside, McCain Home Fries truly are ‘Chips as chips should be’.”