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 the Superfries brand: McCain Sweet Potato Superfries – Plank Cut and Crinkle Cut.

We had to establish these as a delicious addition to everyday meals. In addition, we had to be mindful not to denigrate our existing Superfries products or trigger consumers to simply replace one Superfries product with another. The objective was to generate additional growth.