McCain crows over fresh new look

The objective of the campaign is to communicate - in an unusual way - the "quick-frozen-fresh" McCain philosophy and product benefit. JWT Art Director, Warren Sassenberg, explains: "The scarecrows create a visual icon that illustrates the freshness of McCain vegetables, which are quick-frozen to lock in flavour and goodness. They're so fresh, in fact, that scarecrows are needed to keep the birds away from the McCain building!"

Since the launch of McCain SA in April 2001, the brand has become a household name growing from strength to strength, dominating the Frozen Vegetables and Potato Markets.