McCain in brand revamp to broaden identity

McCain Foods is embarking on a radical overhaul of its 50-year-old brand identity as part of a strategy to reposition itself as a 'potato' brand rather than a 'chip' one.

McCain: preparing global brand revamp
McCain: preparing global brand revamp

The UK will be the first market to use the fresh identity, developed by BrandOpus, from January.

It is understood that the logo will lose the former 'sunburst' motif and 'contemporise' the brand, which until now has used 50s 'Americana' styling.

The identity will be inspired by natural and wholesome imagery developed through its 'It's all good' ads, created by Beattie McGuinness Bungay.

While chips remain a core product, the brand has extended over the past year into lines such as jacket potatoes.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).