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Grow meal occasions that include McCain frozen potato products.


As the market leader, McCain potato products find their way onto the plates of many Canadians. However, most Canadians purchase only one McCain potato product regularly and for very specific meal occasions. Many limit further consumption due to concerns about their wholesomeness.


The new packaging was designed to reinforce the wholesome and natural ingredients in McCain’s products with strong branding and the new farm visual identity. The design system is built around a strategy of meal occasions: some products are positioned for a relaxed breakfast, others for sharing with friends, while others are for snacking. Food photography and propping were used to suggest each occasion and encourage consumers to explore the full product range. The overall effect was to infuse joy into the everyday.


Consumer testing demonstrated the new design significantly improved purchase intent and grew ‘Natural’ brand equity scores.

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