McCain: Focusing in on chip-market consumers

The Challenge

McCain is the global number one chip brand. In some markets they have an 80% penetration, with one in three chips sold globally being from McCain. Despite this huge market share, the challenge was to identify specific consumer types to aid more focused strategy, channel planning, communications and innovation.

The Approach

We analysed the wealth of data already gathered by McCain, and used this to build consumer typologies. These were then validated using our proprietary on-line platform and refined ready to be used as the basis for moving the brand forward.

The Solution

Taking our ‘real’ and inspiring typologies, we worked with the client to refine the brand positioning and subsequently to develop all their brand touch points. As well as the usual strategic reports and models, we created an inspiring manifesto, toolkit and brand film which became engaging and actionable tools for partner creative agencies.

The Results

The consumer and brand strategy work developed for McCain had significant impact and was used as the foundation for campaigns by agencies such as Adam & Eve which are having a strong impact on the brand’s fortunes.