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McCain Foods Canada begins new campaign

McCain Foods Canada will break a new advertising campaign today called "Questions." The television and print campaign, developed by Taxi of Toronto, focuses on the ingredients used the the company's products using the tagline, "What's in dinner?" The year-long campaign will consist of product-specific advertising, beginning with the company's pizza, SuperFries and Purely Potatoes brands. The initiative, in planning for 18 months, is part of an effort by McCain to change how its products are perceived by consumers. "We wanted the work to feel more like a conversation with consumers, instead of something that sounded like a corporate announcement," said Darren Clarke, executive creative director at Taxi. "The best way to start a conversation is to ask questions, in this case, about the things that people think are important in the food they eat." The campaign's promotional and digital work was handled by Capital C. New packaging has been designed by Anthem. Veritas is conducting public relations.

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