McCain is to flag up the health and provenance credentials of its chips on the small screen later this month as part of a £15m investment in the brand.

The advertising, which will also feature in cinemas, online and on radio, is a musical extravaganza celebrating chips and based on the song Food, Glorious Food. It builds on a brand initiative, called It's All Good, launched in July with a poster campaign highlighting that the company uses only British potatoes and sunflower oil in its Oven Chips.

A pack redesign across McCain's core range features new logos, updated colour schemes and images of real potatoes, as well as covering all labelling bases by including % Guideline Daily Amounts (GDAs) alongside traffic lights.

Advertising will also introduce a sub-category - potato winners - which includes Lightly Spiced and Sea Salt & Cracked Black Pepper Wedges, alongside Southern and Cajun Curly Fries.

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