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New look for McCain Foods
A key element of the McCain rebranding exercise is the new design packaging, which is being introduced into the market. Using vibrant colours and farm fresh visual cues, the packaging creates a consistent look and feel.
"The new range will provide the brand with a clear product structure, allowing consumers to easily identify the full offering and determine how each product fits into the brand's world. We are bringing our customers more value and choice and taking on the responsibility to rejuvenate the frozen food category," says Louis Wolthers, MD for McCain Foods South Africa.
Reinforce the message
Images of a farm scene make reference to the origins of frozen vegetables and reinforce the message of 'picked fresh and quick frozen to lock in the goodness' that consumers can expect from a quality frozen food manufacturer. Cooking instructions and suggestions highlighted on the front of the pack ensure consumers get the best taste result from their frozen purchase.
With direct, concise on-pack product descriptors, food imagery and chef's tips/serving suggestions to enhance the offering, the revitalised packs bring colourful life to the frozen food aisle.
The company has also introduced a convenient 250 g range that includes Garden Peas, Sweet Corn, Cut Beans, Diced Carrots, Mixed Vegetables and Country Crop to allow for single meal buying and preparation.
For more, go to www.mccain.co.za.
