Branding and design agency Elmwood has worked on the new look, which will be seen first in packaging for McCain Oven Chips.
The new look will include the McCain logo being placed at the heart of the packaging, surrounded by images of what goes into McCain products. As well as pushing its image as a natural product, it is hoped that it will give McCain's standout in the freezer -- an area of the supermarket that is notorious for untidy merchandising.
The packaging has also been changed to a matt look instead of the glossy plastic that is associated with less healthy foods.
McCain is concerned that it is seen as a manufacturer of processed foods, and wants to convey the fact that it prepares foods made from natural ingredients, which are easy to cook.
Research shows that consumers think oven chips are highly processed and made from reformed potatoes, but the reality is that they are made the same way homemade chips are: from peeled potatoes cut and fried in sunflower oil.
Simon Preece, account director at Elmwood, said: "McCain is a huge brand that is well-known and loved by consumers. Our work will build on this trust in a way that reflects the brand's honest and open approach. Too many other brands facing these challenges are adopting an overly worthy solution -- our aim is to celebrate McCain's simple approach to providing real food and to create more iconic branding."
The new advertising campaign, created by Beattie McGuinness Bungay, features a large cast singing "chips, glorious chips" -- after the song 'Food Glorious Food' from the musical 'Oliver!'. 北京赛车pk10 magazine revealed last week that the agency has plans to target mums and their kids by having the jingle incorporated into all the major pantomimes throughout the UK this panto season.
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