McCain Ready Baked Jackets: Using the power of insight to solve the paradox of a product that seemed too good to be true
Principal author: Rebecca Clay, PHD MediaContributing author: Simon Harwood, PHD Media
Background
This is the story of how a truly integrated marketing effort with a series of consumer insights right at the heart of it delivered McCain's biggest launch in over 20 years. In this paper we will outline what we learned from one of the food category's most successful ever launches.
McCain has been a brand famous for chips ever since launching Oven...