‘it’s all good’ campaign heats up the frozen food category
Data points speaks to brand executives at companies across Canada about the numbers that are driving their strategies. Data Point 90% Challenge Since opening its doors in 1957, McCain Foods Ltd. Has become one of Canada’s largest food manufacturers by revenue. However, things have changed since those post-war boom days. People have become more concerned about the nutritional quality of frozen foods and the use of additives and preservative. That has created a challenge for the entire frozen-food category. As darryl Rowe, president of McCain Canada, puts it: “In a time-starved world, how do you feed your family food that is nutritionally balanced [and] that you feel good about?”
Revelation In 2010, McCain’s surveyed Canadian on their attitudes toward frozen foods. The results showed many consumers preferred food products made from ingredients they could easily identify. Almost 90% wanted transparency from food companies in describing what went into their products. For McCain that indicated Canadians still valued the convenience of frozen foods. But they also wanted to satisfy what Mr. Rowe calls the “nagging voice” and be sure they are doing the right thing.
Strategy In 2010, McCain rolled out the “It’s All Good” campaign. Based on three principles — easy to understand ingredients, nutritional quality and good flavour — the program involved a retooling of the company’s product portfolio. Wherever possible, it replaced chemical ingredients in products with familiar ones. If a replacement was not possible, the product’s labelling would explain why the ingredient was there. With more than 100 products in McCain’s portfolio, the program was a monumental undertaking. To make it manageable, the company took a category-bycategory approach to its implementation, starting with pizza products. In some cases, individual products went through more than 70 iterations before being declared market ready.
Results Today, McCain’s has brought more than 90% of its frozen food portfolio in line with the It’s All Good program. Implementation continues and the company is using lessons learned to refine existing products. Business-wise, the program has been recognized with several industry awards, many of which note positive impacts on corporate performance. In 2010, for example, McCain’s posted an 8% increase in sales in the pizza category and a 10.5% increase in sales of market-leading Superfries. But the most important impact has come in fostering a revival in the frozen foods category in general. It’s All Good has helped “warm up” the frozen aisle, says Mr. Rowe, giving consumers new reasons to shop. “If it brings more people down the frozen aisle, that’s not just good for McCain’s, that’s good for all participants.”