McCain Foods (GB) – Oven chips/Micro Chips

Charlie Snow

Campaign in 1998-9 by DMB&B for McCain Foods GB (Oven Chips and Micro Chips). Objective: strengthen brand and expand business in competitive market.
Agency: DMB&BAuthor: Charlie Snow

Oven Chips/Micro Chips

INTRODUCTION

'At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him. For if you know these things about [a] man you can touch him at the core of his being'. (Bill Bernbach)

This is a story about frozen chips and pizza.

Bill Bernbachs statement may seem a bit grand in this context. But its a sound philosophy hes...

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