Frozen giant McCain Foods is investing £6m in a marketing push to reconnect with consumers on "an emotional level".
The six-week TV and radio campaign runs from 15 September and will highlight the link between family pride and "the pride we take in our products", said McCain.
"Our advertising has, in the past four years, successfully focused on reassuring consumers about what goes into our products.
"We now want to remind people of the 'feel-good factor'," said Mark Hodge, head of brand.
"McCain is known for its strong year-on-year growth, but chips sales have dipped a little recently, on both a brand and category level, so now is a good time to slightly change tack and bond with consumers on an emotional level."
The TV ad features proud family moments.
The six-week TV and radio campaign runs from 15 September and will highlight the link between family pride and "the pride we take in our products", said McCain.
"Our advertising has, in the past four years, successfully focused on reassuring consumers about what goes into our products.
"We now want to remind people of the 'feel-good factor'," said Mark Hodge, head of brand.
"McCain is known for its strong year-on-year growth, but chips sales have dipped a little recently, on both a brand and category level, so now is a good time to slightly change tack and bond with consumers on an emotional level."
The TV ad features proud family moments.
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