by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
FLEXO Magazine : May 2010
Industry Indicators 12 FLEXO may 2010 www.flexography.org mccain worked with the canadian government to allow its ingredi- ents to be listed in the form of a recipe card. The InsIde Goods “McCain as a company listened to consumers and started to look at their entire product portfolio” said Anne Dean, managing director of the Toronto office at Anthem Worldwide, a Schawk Strategic Design Company. “ The plan was not just to change their packaging, but to re-evaluate their entire posi- tion, their product and their go -to-market strategy. ” The redesign coincided with a major marketing campaign, themed “McCain It’s all goodTM,” which was aimed to educate consumers about the company ’s decision to include simple, wholesome ingredients in its products. “ The plan was to bring consumers the types of foods that they love and reformulate them to be made with ingredients that are familiar, not ingre- dients that can’t be read or pronounced,” said Dean. “Usually, people ask, ‘What’s for dinner?’” said Louis St. Amand, director of packaging at McCain. “ Now, however, they ask, ‘What’s in dinner?’ This is the question, particularly if you have kids. People are paying more attention to ingredi- ents. Our surveys show that 85 percent of Canadians look for food that is made with real ingredients that they recognize. They also tend to avoid food that has ingredients that sound like chemicals. ” St. Amand noted that the company had successfully removed the “-ates”, the “- ites” and the “ -ides” from Mc- Cain’s recipes, as well as reduced the sodium content by an average of 15 to 20 percent across the pizza portfolio and 25 percent on the McCain Superfries® line-up. McCain also switched from regular salt to sea salt in its Superfries® . Common Goods Dean stated that McCain had already gone through a simi- lar repositioning in the UK. “ So the company leveraged the success of that, but catered it for the Canadian market. Some of the equities that we picked up were from the UK design, but then there was an architecture that focused on the Canadian market.” St. Amand said the original package design featured the French fries, for example, along side with some protein. Ac- cording to Tony Ginocchi, business manager at Schawk, the old imagery was born out of the anti-carb craze several years earlier, and was intended to position carbohydrate-heavy French fries as an acceptable side dish to meat dishes. The new designs would leverage the natural origins of the foods. The UK redesign allowed the company to lift success- ful equities from those packages and incorporate them into designs catered to the Canadian market. The most critical of those, according to Gary Oakley, creative director at Anthem Worldwide (Toronto), was the image of the ingredients around the brand. “So for fries, for example, the potato imagery around the logo gives some immediate communication to the consumer that it was about wholesome ingredients.” Beyond this, the visual representation of the products was actually quite unique between the two countries. In addi- tion, Dean observed, “In the UK, McCain It’s all goodTM was focused on potatoes. The system that we developed had to stretch across multiple categories, including those that Mc- Cain may be in or want to be in some time in the future.” The base packaging design, Oakley stated, revolved around the consistent use of the brand in the top third of the package. “It’s centralized in most cases and will always have some kind of ingredient story behind the brand where appropriate,” he said. “ We try to make sure the presentation of the product is simple—the fries are just an arrangement of fries in a vessel, and the pizza is a slice on a paddle. It’s clean and simple. There is a band of color at the bottom for variety the burlap texture in the background implies the sacks that farmers bag their potatoes in, conveying a sense of freshness. the microwaveable, matte finished substrate was difficult to gener- ate an accurate proof for. FLX_May10_sec1.indd 12 4/17/10 11:04 PM