McCain: Driving a Wedge between chips, chips and more chips

Simon Harwood

McCain Wedges lacked a distinctive identity among UK consumers beyond the occasional alternative to oven chips.

McCain: Driving a Wedge between chips, chips and more chips

Prinicipal Author: Simon Harwood, PHD MediaContributing Author: David Wilding, PHD Media

Background

This is the story of how marketing insights identified not just one, but two new usage occasions for a product that had been long overshadowed by its bigger, more successful cousins, and as a result grew both penetration and frequency of use.

Most Awards papers open up with a tale of woe to set up the business issue that the campaign has addressed. Ours opens with a tale of success. Chip success.

In the face...

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