McCain: It's All Good

Convenience food company McCain recognised a societal shift in Canada: people were becoming more concerned about the quality of ingredients in processed food.

McCain: It's All Good

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Section I — Basic information

Business Results Period (Consecutive Months):January 2010 – January 2011
Start of Advertising/Communication Effort:January 13, 2010
Base Period as a Benchmark:January 2009 – January 2010

Section II — Situation analysis

a) Overall Assessment

We are what we eat. It's an old adage, but one that is increasingly something that moms in particular are thinking about. Women who once would have bought convenient, processed foods and put them on the table without a second thought are now beginning to wonder if that's a good idea. In the last...

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