McCain launches new varieties in packaging inspired by casual dining

McCain has launched two new varieties of fries in packaging from creative agency BrandOpus, as the company seeks to increase its appeal to adult consumers.

The packaging for the brand’s new steakhouse ridge cut, beef-flavoured fries and spicy peri-peri fries feature photography evocative of the casual dining experience. Available in stores nationwide, the new products were the result of a collaboration between BrandOpus and McCain; they were inspired by research that suggested consumers’ in-home purchases were influenced by their experiences when dining out.

“One and two-person households account for 60% of the UK population and often take their inspiration from the experiences they have when eating out of home,” a BrandOpus spokesperson said. The new packaging plays on the big, bold flavours available at casual dining restaurants.

“A slightly different treatment of the McCain branding differentiates the range from the core McCain proposition,” the London-based firm added.

McCain marketing controller Charlotte Broughton added: “We’re excited to reveal a different look and feel for the adult range. Our continued partnership with BrandOpus has enabled us to arrive at a visual proposition that cues the out of home eating experience whilst retaining our core McCain branding.”