A new chip off the old block

In an increasingly health and weight-conscious environment, potatoes tend to get a bad rap. Often perceptions are based on misinformation. In fact, the delicious potato contains virtually no fat or cholesterol and - as a good carbohydrate - is a primary source of food for the body and brain. It's what we cook them in or what we smother them in that adds unhealthy fats and carbohydrates to the humble potato.

In an effort to address the need to give consumers a healthier option, McCain launched the Ovenbake chip in 2001 and within four months gained a 20% market share. Currently the company's Real Ovenbake Chips are the market leaders and today are undergoing a packaging facelift, with the help of brand custodian agency - Creative Licence Design (Pty) Ltd.

“With a leading market share some may ask why the company would change the packaging at this stage. Essentially they believe that the first step to health is education and the organisation has embarked on a campaign to educate consumers about fats – both good and bad (trans fatty acids) as it was felt that many consumers don't know the difference and feel all fats should be eliminated from the diet – which is not true. The new packaging addresses this educational drive in a factual, clean and crisp way,” says Renier Prinsloo, Client Service Director Creative Licence.

“The new vivid blue packaging immediately communicates clean and healthy to the consumer. While the fresh visuals and informative wording assure the consumer that they are making a healthy choice by purchasing a product that contains 0% trans fatty acids (the kind that causes heart disease), 0% cholesterol and no preservatives.” concludes Prinsloo.

”The brief to the agency was to keep our competitive edge and leverage the success of the Real Ovenbake range thus far by maximizing store impact and differentiate from competitors as well as other McCain branded potato products. The current health status of the Real Ovenbake range had to be elevated even more. The focus had to be on the goodness of the potato and the trans fat free vegetable oil used to produce the product. This, combined with the 95% fat free, no cholesterol and the endorsement by the Heart and Stroke Foundation, essentially give consumers “permission” to eat chips without giving up the healthy, balanced lifestyle” says Letitia Black from McCain.