McCain Foods Canada: It's All Good
Section I — Basic information
Business Results Period (Consecutive Months): January 2010 – January 2012
Start of Advertising/Communication Effort: January 13, 2010
Base Period as a Benchmark: January 2009 – December 2009
Section II — Situation analysis
a) Overall Assessment
We are what we eat. It's an old adage, but one that moms in particular are thinking about more and more. Women who once bought convenient, processed foods and put them on the table without a second thought are beginning to wonder if that's a good idea. In the last few years, a basic, everyday thing like food has become a hot topic. Concerns are emerging about the things we put into our food and what they might do to us in the long term. A new need has emerged: food that offers convenience without any of the concerns associated with it.