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

Marketing food in Britain has become increasingly complicated, as concerns about childhood obesity, increasing commodity prices and the power of celebrity have changed the communications landscape.
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


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.

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