McCain: Street fries

McCain, the frozen chip brand, entered a new segment by successfully launching its Street Fries product to a young French audience, resulting in greater-than-expected sales, significant category penetration, and expansion into other European markets.

Executive Summary

McCain's heartland has been within family mealtimes, bringing convenience and joy to this sit-down occasion. The brand had sought to drive continued growth by attracting new customers and playing in new occasions through innovation. One target audience they hadn't quite cracked yet were younger consumers and there was a real opportunity to open up this audience in France. With out-of-home and unstructured meals on the rise with younger French consumers, McCain wanted to tap in and grow the express meal category through a completely new offering - a ready-to-heat kit of fries, meat sauce and toppings, that delivered...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands