McCain is embarking on a nationwide campaign to push the simplicity of its potato products. A £1m poster campaign, running for two weeks from Monday (19 June), shows the journey from potatoes growing in the ground through to becoming oven chips. A major TV campaign, breaking in September, will reinforce this message.

Posters will carry the tag line 'It's all good', used by McCain to emphasise that it uses only natural ingredients for its products.

Communications manager Simon Eyles said the company was going back to its roots with the campaign, which highlighted core products Oven Chips and Homefries. He added that the TV adverts would also convey this message but in a more humorous way.

"There is a lot of serious advertising at the moment, so we want to make adverts that are more fun and interesting." Eyles added that further NPD was planned in the frozen potato category.