McCain
Bringing a home favourite down a new supermarket aisle
McCain, the global french fry (for the Brits: chip) maker, asked Bow & Arrow to look for growth opportunities outside of the frozen food aisle, which it has called home for over 50 years.
With changing consumer behaviours, and to grow households outside of McCain’s traditional audience, we had the opportunity to help them explore unchartered territories and create products for more relevant meal occasions.
→ Try them whilst they're hot: Gourmet Chips & Shake Shake Fries.
ROLE
Creative Lead, Art Direction
SKILLS
- Team lead
- Concept creation & development
- Art direction
- Design
- Strategy
- Market research
- Customer testing
Created At
UNMET NEEDS OF A NEW AUDIENCE
Through market research and data analysis, it became clear that pre- and post-family households were on the rise. Their behaviours vastly differ from McCain's traditional audience, and so their current portfolio of frozen products was not meeting the needs of this new audience.
A NEW CHILLED RANGE
Drawing inspirations from recipe books and restaurant trends, we launched two new McCain ranges aimed at small households: McCain Shake Shake Fries, a new packaging format with exciting flavours encourages consumers to shake up their mealtimes. And McCain Gourmet Chips: seasoned crispy Triple Cooked Chips, focuses on recreating a premium restaurant experience within the home.
We designed the packaging to signal a step-change in McCain's products whilst retaining the strong existing equity it owns. In order to appeal specifically to customers looking for a more special in-home meal, it was important to use photography evocative of fine dining and move away from conventional packaging formats.
