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

1. SUMMARY

This is a story that touches upon much of what is most challenging about marketing...

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