McCain crows over fresh new look

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Mongezi Mtati

The McCain HQ, situated just off the R24 at the Gillooly's interchange, has a fresh new look, transforming their building into a veggie patch, complete with scarecrows! Large outdoor signage boards, depicting juicy vegetables have been wrapped around the top of the entire building, guarded by six giant fibre-glass scarecrows.

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.