The frozen-food giant is expanding its existing Potato Wedges and Southern Fries range, adding variants including limited-edition Aromatic Thai Spice Wedges, Groovy Wedges and Cajun Curly Fries.
To support the roll-out, it is investing £2.5m in an umbrella campaign using TV and press ads created by TBWA\London that will introduce the line 'Do something different with potato'.
The launch of coconut and lemon grass-flavoured Thai Spice Wedges, which come in a Thai batter, will be backed by a major direct marketing push that will target 5.5m households across the UK.
An October launch, supported by a press campaign, is planned for a range of waffles and croquettes.
McCain is revamping the packaging of its Home Roasts potato products this month to emphasise that they are now healthier, as they are cooked in sunflower oil. It will also add to the range Herby Roasts, which are coated in a herb-batter.
McCain recently appointed Elmwood as its strategic design agency, following a pitch against incumbent Springetts (Marketing, 1 September). Elmwood will work across the McCain portfolio on its packaging and design requirements.
McCain is the UK's 19th-biggest supermarket brand by value, with sales rising 4% last year, according to this year's Marketing Biggest Brands survey, which is based on TNS Superpanel data (Marketing, 24 August).
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