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...

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