McCain Sweet Potato Superfries

McCain Superfries is the biggest player in the Canadian frozen potato category. In an effort to enhance its position, and to reflect a rising desire among shoppers for healthy, convenient food, it created two brand extensions, in the form of Plank Cut and Crinkle Cut Superfries.

McCain Sweet Potato Superfries

Agency: TAXI Canada Inc

Section 1 — BASIC INFORMATION

Business Results Period (Consecutive Months): January 2009 – June 2010

Start of Advertising/Communication Effort: March 30, 2009

Base Period for Comparison: n/a – this is a launch

Geographic Area Covered: Canada

Annual Budget Range: $1 – 2 million

Synopsis of the Case

McCain Superfries is the largest brand in the Canadian frozen potato category. In the quest to bring news to the category and answer consumer’s desire for healthier and, at the same time, convenient options, McCain developed two line extensions to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands