McCain SuperfriesMore than just the French fry!

McCain Foods Ltd

Situation AnalysisWhat is the problem?

Situation AnalysisWhat is the problem?• Canadians view McCain Foods as the “French fry”• Negative perceptions linking to obesity

issues and poor food choices at school• Government level labeling

• People more conscious about what they eat• Negative perception of carbohydrates, especially potatoes

Situation AnalysisWhat do we want?• Educate Canadians about the positive nutritional attributes of potatoes, and how you can include McCain Superfries in a well-balanced diet• Debunk negative perceptions of potatoes and carbohydrates• Sway McCain Foods away from the “French fry” to the Superfries

Objectives

ObjectivesTo increase positive attitudes of mothers with young

children that potatoes are beneficial to families - from

35% to 60%

by July 1, 2014 - using mass media and

social media communications.

Audiences

Target AudienceMothers (especially of young children)

Mothers of Young ChildrenInterests:• Living healthy and active lifestyles to promote growth in families• Providing well-balanced meals that are nutritious and enjoyable• Shopping and keeping up with lifestyle trends

• Convenience, affordability and shelf-life• Talk shows, magazines, blogs

• Knowing what’s in their food• Nutritional content (labels and ingredients)

• Connecting with friends and family• Social media, word of mouth

Key Messages

Key Messages•Potatoes are a great source of energy, enriched with vitamins and minerals (especially Vitamin C) and can be prepared in many different ways for your family to enjoy.

•Our specially picked Canadian potatoes are a great component when portioned into a well-balanced diet for active families.

Key Messages•We understand the concerns of the environment and we offer our oven-baked McCain Superfries in sweet potato, low salt and low fat alternatives.

•We strive on convenience and affordability while still maintaining the same great taste your children enjoy.

Strategy

StrategyCreate controlled mass media communications and utilize social media to:

• educate mothers about the benefits of potatoes.• emphasize McCain Superfries can be included in a well-balanced diet.• deliver brand message.• be present and engage in online conversations.

Tactics

Feature Release• Articles in Lifestyle

Magazines

Personal Appearances• Lifestyle talk shows

Influencer Relations• Celebrity endorsements

Tactics

Free Coupons• Include in monthly

newsletters and online promotions

Mass Media Communications

TacticsSocial MediaBlogRegularly post content every two weeks • dispelling negatives myths about potatoes• recipes including McCain Superfries• tips and information on living a healthy and

active lifestyle • Inspiring stories of families

Facebook, Twitter & Pinterest• Engage in online conversations• Link back to blog• Coupons and contests

Timeline and Budget$$

Timetable and Budget

To be determined.

$$

Measurement

MonitoringSocial Media Monitoring Tools

• Social Mention, Google Alerts• Google Analytics (applied during and after

execution)

Media Monitoring Tools• CIsion• Track print publication and media

broadcasts

MeasurementHow to elicit feedback

• Online surveys for free coupons or contests

How to know if we’re meeting our objectives• Positive social interaction on media

sites• Blog views and shares• Likes, followers, comments,

retweets, linking, etc.• Social clicks

Open Forum