McCain: It's all good - a transformational idea for a company

This paper is about an idea that changed a business. In 2006 McCain was caught up in an anti-obesity storm. To counter this, the campaign solution was to promote the fact that McCain was healthier and more trustworthy than other chips or convenience food: ‘It’s all good’. This message was communicated via a multi-media campaign including television advertising, outdoor advertising and sponsorship. It also became a business idea for the company, underpinning new products, packaging, employee engagement and corporate affairs. The campaign generated incremental profit worth up to £263.2m with a ROMI of £3.28