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Principles Agency McCain

McCain b2b campaign to target pub sector


By The Drum Team, Editorial

November 26, 2010 | 2 min read

A b2b press campaign from food brand McCain focusing on its accompaniments to ‘making a meal’ has been devised by Principles.

The trade press ads promote the brand’s chips, onion rings and its new sweet potato chips, and are specifically aimed at the pub sector, appearing across a range of media including The Publican, The Pub Chef and Caterer and Hotelkeeper, from January.

Donna Rowbottom, marketing manager- Profit Sector, Foodservice at McCain commented: “Research shows that 80% of customers wouldn’t return to a pub that served poor quality chips, so they can really make or break a meal. Principles Agency has created an appealing press campaign that reminds pub chefs and restaurant caterers how McCain’s sides can enhance a meal and leave customers with a positive meal experience.”

Mike Hackett, managing director at Principles Agency, added: “The campaign raises awareness of the positive impact of serving good quality accompaniments. The creative is designed to encourage McCain’s business customers to reappraise their view of sides and look at them as making a difference to a meal. It also pushes the message that good sides can generate customer loyalty and repeat business. A miniature model maker was used to create the chef’s hat, jacket and apron on the ads.”

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