Agency: Beattie McGuinness Bungay Authors: Dan Hill (Beattie McGuinness Bungay) and Sergen Oxbek (Brand Science)

McCain – When the chips are down, it pays to advertise



1. SUMMARY

This is a story that touches upon much of what is most challenging about marketing food in modern Britain. This is the story of the national obesity crisis, of the increasing power of celebrity, and of relentlessly rising commodity prices. It's also the story of advertising's ability to insulate a brand from these chill winds; retaining sales, goodwill and profit that would otherwise have been lost.

This is not the story of a before and an after. There is no bath shaped sales curve in the following pages. This is the story of advertising averting further danger, saving sales and profits. Let this paper act as proof of the value of good advertising to the pre-emptive marketer.