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McCain introduces new frozen potato branding

McCain Foods Canada has begun a new branding initiative for its line of frozen potato products. The effort includes new packaging, a new logo, a new website and new products. The creative makes use of the visual of a rising sun over a farmer's field. The branding is part of an effort to raise public awareness of the company's frozen potato products that are not French fries, and to appeal more to single adults and couples as well as families.

"Even though we make frozen food, consumers told us that they associate our brand with warm moments, such as sharing meals with friends and families," said Vikram Bawa, vice-president of marketing at McCain. "So we tried to capture that sentiment in our new look and make the connection to our wholesome ingredients. We have a wide range of potato products including red skin potatoes, hash browns, potato pancakes, sweet potatoes, wedges and Smiles.  In fact, we currently have about 40 different potato products and we're always innovating, looking for ways to offer consumers new and interesting ways to enjoy potatoes. They may not know we have a red skin potato that goes great with their meals. Or a low-fat fry.  Or that our wedges make a great, warm tasty snack when they have friends over. Reaching out to them is a big shift in our approach."

McCain is supporting the new branding with a marketing campaign using the tagline," Share something good." The company also plans to put more emphasis on social media and digital media in its efforts to reach consumers. McCain will also donate a minimum of $1 million in cash and food to Food Banks Canada over the next year.

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