McCain’s marketing boss on taking on Aunt Bessie with £6m campaign
McCain is taking on rival Aunt Bessie’s with a campaign to position a new frozen roast potato range as the only rival to a homemade spud.
The category is worth an estimated £61.7m and with over 80 per cent of British people making roast potatoes from fresh McCain’s thinks it can make serious in roads to grow its share of the market.
“Until now, there hasn’t been a frozen roast potato that can rival mum’s homemade roasts,” said McCain marketing director, Mark Hodge. “The frozen alternative has always been too much of a compromise – dry and uniform in shape, and not Read full story ›
Source: The Drum
