We have undertaken a major overhaul of the UK's number one chip brand, McCain across the entire portfolio. The redesign sees the introduction of a new logo for the brand, the first change for over 50 years.
The new identity encapsulates the natural landscape from the previous brand design and establishes the brand logo as the sunshine, bringing warmth to theMcCain brand. The design also sees the removal of the 'black box' logo, which had previously remained unchanged since the 1950s.
The new brand identity is part of McCain Foods GB strategy to drive brand and category growth, and continues the partnership between McCain and BrandOpus which saw the introduction of a masterbrand strategy in March 2011.
Mark Hodge, McCain head of brand, said: "The new visual identity by BrandOpus will help to segment, sign-post and simplify the McCain potato products range, and reflects our move towards a portfolio encompassing more potato meal solutions, such as McCain Ready Baked Jackets, which were launched with huge success last year. The packaging has real stand out and the consumer response in research was very impressive''.
Hodge added: "GB is the first market to launch the new packs, and depending on consumer response other markets may follow."
The new packaging is appearing in-store from this month.