McCain Foods : advertising & marketing assignments

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Selected McCain advertising

I say potato and you say patatas, but McCain Foods can say it in every language under the sun. Still privately owned by its founding family, McCain produces almost one-third of all the world's potato products, in the form of oven-bake Home Fries and Oven Chips (or 1-2-3 Frites in some markets), microwave Micro Chips, Hash Browns, Potato Wedges, Rosti and numerous other products. It is the clear leader in virtually every global market except the US. It has compensated by breaking new ground in developing markets such as China and Russia and it has an especially strong presence in Europe. However the largest proportion of its sales come from a substantial global food service operation. Among its biggest customers are McDonald's and Burger King to whom it is the main supplier of French fries in most global markets except the US. The McCain family was long-established as a leading potato farmer in Canada when brothers Harrison and Wallace McCain founded a company to freeze and market ready-cut French fries in 1956. They later revolutionised the home market with the introduction of Oven Chips, which tasted like deep-fried without any of the inconvenience. In the 1990s, the group acquired Ore-Ida food services, a major US supplier of French fries to the catering trade. (Heinz continued to own the Ore-Ida consumer brand). The McCain brothers fell out in the 1990s, effectively splitting the company. Their nephew Allison McCain engineered a reunion of the two sides, and is now chairman. Max Koeune succeeded Dirk van der Put as CEO in 2017. Revenues were A$8.5bn in 2017. McCain's main competitors in potato products, in the US and elsewhere, are Lamb Weston, JR Simplot and Kraft Heinz. Separately, the McCain family also owns Maple Leaf Foods, Canada's largest manufacturer of fresh and prepared meat. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Who are the competitors of McCain Foods? See Food Sector index for other companies

Capsule checked 2nd March 2018

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