McCain Ready Baked Jackets: Using the power of insight to solve the paradox of a product that seemed too good to be true

This case study explains how McCain, the frozen foods manufacturer, launched McCain Jackets in the UK and overcame negative preconceptions to deliver 15.6% penetration within a year.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands