How McCain’s patient commitment to brand building paid off

Nov 18

Mark Hodge
VP Marketing McCain Foods North Yorkshire, England

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LinkedIn / McCain Foods

Roisin Mulroney Planning Director adam&eveDDB London

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LinkedIn / adam&eveDDB

In 2014, oven french fry brand McCain was struggling. Cash-strapped shoppers were switching to cheaper brands and own label. Promotions were delivering short-term volume, but depressed revenue and margins. To reduce price elasticity, McCain committed to a sustained investment in brand advertising. But success took time and patience. Winner of the prestigious 2024 IPA Effectiveness Award Grand Prix for long-term growth, the nine year journey reduced price elasticity by 47%, raised base sales by 44% and delivered £26 millions of net profit. See the work below.