Frozen food specialist McCain is relaunching its brand-leading Home Fries with a campaign emphasising the message that the products can be fried as well as oven cooked.
New look packs are rolling out now, supported by national television advertising and posters featuring a surprised oven glove character.
Promotions will run on radio stations in 10 cities next month, along with advertorials in women's magazines.
Sampling will take the form of targeted door-to-door activity and direct mail to more than 1.6 million households.
"People know the products taste great ovened, but there is still a large number of households which fry chips," said Annie Freel, senior product manager. "Much of the activity will focus on pushing trial to this distinct audience ."
The company claims the brand is already bought by one in four UK households.
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New look packs are rolling out now, supported by national television advertising and posters featuring a surprised oven glove character.
Promotions will run on radio stations in 10 cities next month, along with advertorials in women's magazines.
Sampling will take the form of targeted door-to-door activity and direct mail to more than 1.6 million households.
"People know the products taste great ovened, but there is still a large number of households which fry chips," said Annie Freel, senior product manager. "Much of the activity will focus on pushing trial to this distinct audience ."
The company claims the brand is already bought by one in four UK households.
{{MARKETING }}
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