McCain: It's All Good

This case describes a campaign for McCain, the oven chip (fries) brand, to counter claims that its products were unhealthy and contributed to obesity.

McCain: It's all good - a transformational idea for a company

Principal authors: Andrew Wright and David Bain, Beattie McGuinness BungayContributing authors: Dan Hill, BMB; Simon Harwood, PHD; Chris Baker, Consult Bacon

The communications industry often purports to value ideas above all else but rarely endeavours to put an actual value on them.

This is a story about the value of an idea.

This idea fundamentally changed the fortunes of a business by changing not just its approach to communications but redefining its approach to everything it did.

The story begins in 2006. McCain products were...

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