McCain: It's All Good

Taxi Toronto

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 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 now emerged: the desire for food that still offers convenience but without any of the concerns that are becoming associated with it.