McCain Foods

INTRODUCTION

McCain Foods was founded in 1957 in Canada by the McCain brothers Harrison, Wallace, Robert and

Andrew. McCain Foods is now the largest chip producer in the world with a market share of almost 33%

and more than 20,000 employees working in 57 locations worldwide. Since 1968 McCain GB has been

operating from its UK base in Scarborough, North Yorkshire.

McCain prides itself on the quality and convenience of its product range and for over three decades has

been making healthier versions of favourite staple foods. The McCain brothers had a simple philosophy

‘Good ethics is good business this lies behind the McCain brand message. It’s All Good.

It is not just the food that is good. The philosophy refers to the way McCain works with suppliers and builds

relationship with its customers. McCain believe it is important to take care of the environment, the

community and its people. It works with around 300 farmrs in the UK, chosen for the quality f their potato

crop. McCain factories are located in key potato growing areas helping reduce food miles.

Our Founders

The McCain Family :

The McCain family is one of Canada’s most recognized and respected families, both for their success in

building one of the country’s most successful global brands, but also for their strong participation in our

local communities. It was more than 50 years ago that in Florence vile, New Brunswick, Canada, a small

town on the country’s east coast, brothers Wallace and Harrison McCain, along with their brothers Robert

and Andrew, began their journey in building a multi-billion dollar, multi-national leader in frozen food

products, creating tens of thousands of jobs and feeding families around the globe. Harrison passed away

in 2004 and Wallace in 2011.

We continue building on the legacy the four McCain brothers created, and the spirit of our founders live in

all that we do. Both Wallace and Harrison have been promoted within the Order of Canada to its highest

level, Companion. The Order of Canada is the country’s highest civilian honor, recognizing a lifetime of

outstanding achievement, dedication to the community and service to the nation. McCain It’s All Good®

is our philosophy for who we are and what we do as a company – from the thoughtful way we prepare our

products and develop our people to the way we work with our farmers and build relationships with our

customers. While we’re taking care of business, we’re striving to care for our environment, our

communities and our people. Quite simply, nutritious ingredients, a healthy environment, sustainable

agricultural practices and happy communities and people are essential to the production of our good food.

McCain is an international leader in the frozen food industry, employing 19,000 people and operating 50

production facilities on six continents. A privately owned company with offices throughout Canada and the

world, McCain generates annual sales in excess of CDN$6 billion. The world’s largest manufacturer of

frozen potato specialties, McCain also produces frozen fruit and vegetables, appetizers, oven meals, juice,

pizza and desserts. The company’s products can be found in thousands of restaurants and supermarket

freezers in more than 160 countries around the world. McCain also owns the New Brunswick-based Day

& Ross Transportation Group, one of the largest transportation companies in Canada.

HISTORY :

Opening day ceremony:

February 23, 1957. Wallace McCain (far left) watches on as New Brunswick, Canada premier Hugh John

Fleming (far right) and Milton Gregg, federal Minister of Labor, cut the ribbon at the McCain's first plant

in Florence vile, New Brunswick, Canada.

In 1957 Wallace and Harrison McCain, supported by brothers Andrew and Robert, founded McCain Foods

Limited in Florenceville, New Brunswick, Canada. Immersed in agriculture from an early age, it was their

father’s search for stability as a grower that led the McCain brothers to the idea of a frozen food company

– building factories to process regionally grown crops would increase demand for the raw materials. The

knowledge gained in Florence ville with the first factory, and the acquired expertise in agronomy, provided

the formula for expansion around the world.

Where it all started :

In the early 1900s, Andrew (A.D.) McCain saw an opportunity to expand beyond farming and selling

potatoes locally. In 1909 he created McCain Produce, a seed potato export company. His sons Wallace and

Harrison McCain wanted their own business and their brother Robert suggested they consider frozen foods.

This defining moment was to be truly frozen in history. Since its modest beginnings with just 30 employees

and first year sales of $152,678, McCain has grown to be a household name – a multi-billion dollar,

multinational leader in frozen food products creating thousands of jobs and feeding families around the

globe.

Timing :

While it was a modest beginning, they couldn’t have started at a better time. Harrison and Wallace McCain

had identified the perfect time to start a frozen food business. They were entering a new industry just when

the technology that made the industry possible was being developed, and the 1950s saw a surge of growth

in processed and more convenient food options. The Canadian population was growing rapidly, A

momentous social change was also underway, one that would fuel the growth of the industry through the

1960s and beyond: the entry of ever-increasing numbers of women in the labour force. With both partners

working, families had less time and energy to prepare meals. And anything that made the task easier –

frozen French fries, for example – was welcomed.

The Challenge :

The problem in meeting demand, however, was that the potatoes grown in New Brunswick, the home of

McCain, while perfect table and seed potatoes, were not suitable for processing French fries. To make good

fries you need a long potato consistently comprised of at least 20 per cent solids – a potato such as the

Russet Burbank, a variety prominent in the U.S. Pacific Northwest, which produces a long, crisp French

fry. But the Russet Burbank is a long-season variety, and New Brunswick enjoys only a short six months

of growing season each year.Not only were the potatoes less than ideal, but the local farmers were not

accustomed to handling processing potatoes. Potatoes produced for the fresh table and seed market require

different storage and handling. The growers needed to be educated on how to grow, store and handle

potatoes destined for food processing. This took years, but in the long run, having to struggle to obtain the

kind of potatoes it needed benefited McCain by forcing it to acquire expertise in agronomy. This expertise

enabled the company to operate successfully wherever it went around the globe. And in fact, the knowledge

that McCain Foods began to acquire in Florenceville in 1957 is being applied today in locations as far flung

as China and India.

Management :

Nothing happens without responsible, talented and high-performing people. Our people have been, and

will continue to be our greatest strength. While always looking forward, our management team stands on

the shoulders of those that came before them – the men and women that built McCain over the past 50

years into the global success story it is today. Our leaders inspire results by acting in accordance with our

values, living and breathing the business, developing a clear vision and strategy for success, driving

results, championing change and developing people at all levels of the organization to live up to their

fullest potential as individual contributors and future leaders.

1. The success or otherwise of a PR campaign can be measured

I think, this is success all the possition, environment, and their supply syestem.Because its so different to

all side.Their thinking very positively for promotion that is concerned with developing goodwill and

understanding between organizations and the public.

PR and sponsorship :

PR aimed at government bodies, business and industry publications, family food experts, and food and

lifestyle consumer publications. All consumer-directed PR challenged Canadians to start asking, “What’s

in dinner?

Good Food :

Our recipe is simple. Real ingredients are in; artificial and hard-to-pronounce ingredients are out. We know

that you want food that is homemade, but made convenient. This is a universal insight that has changed our

entire approach to making good food.

Sounds like a simple idea. It is. But it's a huge task to undertake. We are currently reformulating our product

portfolio, including our pizza, oven meals, appetizers and other products, region by region around the world

to reflect our commitment to good food. This means changing our recipes without compromising on taste,

ensuring quality and food safety and redesigning our packaging. It's simply the right thing to do.

We're on a never-ending journey to give our customers and consumers great tasting, innovative products

that meet our definition of good food. If we have to use an ingredient that may be unfamiliar, our goal is

to explain why.

Good Ingredients :

Products made from recognizable, safe and traceable ingredients. Food Safety & Quality Using ingredients

like some of the ones you would find in your own kitchen cupboard. Every bite as enjoyable as the last.

Using only as much fat, sugar and salt that is needed to make great tasting food. Wellness Making it easy

to prepare food more quickly than making it from scratch. products without unnecessary ingredients or

steps. We all want to make good choices for ourselves and our families, including decisions about the food

we put on the table. There is an increasing realization that the old adage "we are what we eat" is true. If the

McCain name is on a product, we want to ensure that product is something people feel good about eating.

Our goal is to ensure that our food, made by good people, relies on good, wholesome ingredients and fits

within a balanced diet. That it is made considering the earth and how it positively impacts local

communities. We want you to trust that the McCain name means quality and great taste. We stand behind

our food. Good food made by good people with good ingredients.

A sign of a good company is when the people that work for it feel good...about themselves, their jobs and

their communities. When our employees feel good, our food reflects it. A big part of what we mean when

we say McCain It's All Good is our people. We are focused on providing development opportunities and

inspiring performance so that our people grow, both professionally and personally, along with McCain. We

also want our people to continue our long-standing tradition of helping to improve the quality of life in the

communities where we operate - from encouraging wellness at home to supporting efforts that have

widespread social impact, particularly in the areas of education, health and active living. We want to be

good people making good food and doing good things.

McCain is one of the world's leading food companies Our products are known worldwide for quality, value, nutrition and convenience.

McCain is a responsible, family-owned business We care passionately about our people, customers, products, communities and the environment.

McCain is a global local company While we are proud of our small-town roots, we offer a world of opportunity. We have succeeded

internationally because we "drink the local wine" and provide autonomy regionally with strategic support

centrally.

McCain employs, invests in and expects the best We know our future success depends on our ability to attract and develop diverse people who want to

learn and grow with us and care passionately about results.

The McCain brothers grew McCain from a single factory in Canada's small town of Florenceville, New

Brunswick to the world's largest producer of frozen potato products on one simple principle.

What makes McCain Good?

McCain is a great place to grow. The company’s global scale provides unique challenges and opportunities

while maintaining a family business culture. The people are passionate and dedicated to making a

difference every day.

Good business :

Some companies are known for the products they make, and some are known for the people who make

them. We'd like to be known for both. At McCain we are striving to be good people making good food from

good ingredients. It's our journey. We want our products to make people smile. But McCain It's All Good

is not just about the food we make. It's about every aspect of our family business - from the thoughtful way

we prepare our wholesome products to the way we work with our farmers to our relationships with our

customers and consumers. While we're taking care of business, we're also caring for our environment, our

communities and our people. McCain It's All Good is our philosophy for how we manage our entire

business.

Frozen Campaign :

The advertising team for Canadian-based McCain, the frozen and packaged spuds company, lucked out

when an eponymous politician decided to run for president. They will capitalize on the name recognition

with an election-themed campaign called "Why McCain should be in the White House," according to

Advertising Age.

Since McCain (the food one) doesn't use trans-fatty oils, one campaign slogan will be: "McCain goes to

war over oil." Another one: "McCain brings 'smiles' to millions," referencing the company's frozen

potatoes with cut-out smiley faces.

The company hopes to keep the campaign alive until early November, unless events with McCain (the

human being one) make the ads seem old.

Since 2008, I've been working with our writers, editors, and community to make Serious Eats a more

dynamic and delicious place. Originally from southern California, now a Brooklyn dweller who's always

trawling for a ripe avocado.

2.The elements of the marketing communications campaign have

contributed to the success of McCain Foods.

I fell that the elements of the marketing communications campaign have contributed to the success of

McCain Foods.

Communication Strategy

Leverage all available channels

While we relied heavily on paid advertising, we also used internal employee engagement

[Crossover Note 32], PR, packaging, in-store communications, and McCain properties such as

McCain.ca, McCain’s Facebook page, and the monthly newsletter. Don’t lecture mom, help her

Knowing that moms already feel guilt we avoided anything that would make them feel more

stressed. Anything that felt judgmental or lecturing was wrong. Instead, we took a more inquisitive

approach.

Stage our communication into building blocks

In Year One we focused on introducing the core concept and telling our ingredient story. While

many companies were making noise about a single offender, such as sodium or trans fat, we ensured

that consumers understood that McCain was removing ALL unrecognizable ingredients, not just

one or two.

In Year Two, while reinforcing the ingredient story, we expanded our campaign by supporting the

emotional connection with the brand. We began to tell stories that reinforced McCain as a brand

that allows mom to create the kinds of meals we all wish we had more of, where the food, the mood,

and the conversation work for everyone. And everyone leaves the table with a smile!

"I was born in Bangladesh, a malnourished, abandoned girl child," Nikki Gullett once wrote in a prize-

winning school essay. "But I was a lucky one, adopted by parents in America and naturalised as a US

citizen. I am so glad I am an American girl."

Obama - Best Integrated Marketing Communications campaign in

2008

This is a term paper written for a MBA marketing class. I wholeheartedly and without hesitation nominate

the campaign of presidential candidate Barack Obama for best integrated marketing.

Obama - Best Integrated Marketing Communications Campaign in

2008 Document Transcript

Best Integrated Marketing Communications Campaign in 2008 OBAMA Marketing

Communications – Term Paper Lance Shields

My Nomination I wholeheartedly and without hesitation nominate the campaign of presidential

candidate Barack Obama for best integrated marketing communications campaign in 2008. On first

consideration for this paper, choosing a company or product for best IMC campaign made sense.

But in 2008, an underdog brand, an African-American, a first-term Democratic senator, and a

politician chosen as most liberal in Congress at a time when rightwing politics reigned, Obama

ignited the country and won the election with what I believe was the best communications campaign

of the year and possibly one of the best political campaigns in U.S. history. And like any powerful

brand, this paper will attempt to show through the one-third principle approach how Obama’s

campaign succeeded to win the minds and hearts of Americans. Obama - The Brand What are the

values of the brand advertised and what was the goal of the campaign? Does the campaign target

the appropriate for the brand audience and how can this audience be profiled? Nike, Coca Cola,

Obama. What do these three share? Clearly these three are brands that have been shown to have

brand loyalty surpassing the majority of products, companies or human brands not only in the U.S.

but throughout the world. By looking at Barack Obama as a brand, we can ask what are the values

of the brand advertised. This must start with the values of the individual and extend to the leader.

As an individual, Obama has been known to be liberal, interested in civil rights, Christian, well

educated (a Harvard law graduate) and an engaged community organizer. One could say his

personal brand values revolve around integrity, racial justice, truthfulness, directness, intelligence

and freedom. These brand values form the base in which U.S. citizens perceive the man Obama.

On top of these was built the brand image of Obama the potential leader and president of America.

The top five brand attributes of Obama the President in surveysi done in 2008 and 2009 (with little

change) were: 1. intelligent, 2. liberal, 3. inspiring, 4. progressive, and 5. good. These attributes,

whether planned or not, have been conveyed to the public and I believe have been key to Obama’s

brand message throughout the campaign. Obama, as an underdog brand faced many challenges in

the months leading up to his election. The goals I believe the Obama campaign strategist David

Axelrod must have set were to overcome the inherent racism of Americans to choose an African-

American president, to appeal to Americans’ sense of doing what is right to make liberal change

happen (universal health care, being a leader in the green industry, withdrawing from Iraq, etc.),

and get younger, normally unengaged people out to vote for him. In choosing a target appropriate

for the Obama brand, as just mentioned, the Obama team went after the younger 20-30s public that

previously felt unrepresented in the issues of past leaders such as George Bush. This audience could

be profiled as disillusioned by war and blatant capitalism, environmentally minded, heavy users of

social media, well educated, moderate to liberal, morally minded and ready for a change. The

messaging and media needed to be planned and crafted to attract and recruit this dormant crowd

and unleash their enthusiasm for a new kind of government. Creative Strategy for Change Does the

campaign uniquely and clearly communicate the brand values? Does the campaign take a creative

approach that no other brand (at least in the category the brand competes) has taken? What are the

creative and executional elements of that make it unique? Obama's campaign used the slogan

"Change we can believe in" and the chant "Yes We Can". “The campaign's remarkable consistency

is the real accomplishment. Across towns, counties, states -- and with thousands of volunteers, no

less -- across multiple media platforms, they've managed to drive a potent, single-minded design

and messaging coherence that should shame many national brands”, ii said Brian Collins, founder

of experiential branding firm Collins. With this consistency comes a vibrant, young and cool

campaign all built around the idea of change that can be actualized by each one of us. The logo was

a key element that became a symbol for this change and Chicago based creative firm owner Sol

Sender described his design as “The sun rising over the horizon evoked a new sense of hopeiii."

Typeface Gotham was chosen to make a bold, modern, hip image for a progressive candidate.

British soul singer Joss Stone was asked to do the campaign song due to her appeal to black and

white votersiv. At the same time a multitude of creative works spread grassroots-style in digital in

forms and often adopted by the campaign such as a variety of posters (most widely distributed was

Shepard Fairey's Obama poster “hope” used in this paper cover) and songs such as “Yes, we can”

by wil.i.am of Black-Eyed Peas (viewed 14.2 million times on YouTube) and Dave Stewart’s (with

guest celebrities) “American Prayer”v. Combined with this was, Obama’s intimate, informal and

personal manner exhibited throughout his interactions on Facebook, MySpace and Twitter, the

candidate attempted to express “I am one of you”. Looking at he BarackObama.com website (with

2 million+ profiles), design and content highlighted the progressive and smart message of the

candidate. The movement-like way that Obama was presented, clearly resonated with a large

number of young people because he talked about things that truly mattered to them. This was

something new and matched the values of the target audience. This was often compared with

McCain’s “more of the same” policies. It was memorable because it was simple, consistently on

message and took clear moral stands on policy changes that were relevant to young voters. “The

Media is the Message” Innovation Is the media plan tailored to the target audience? In other words,

how does the media plan help the brand to effectively and frequently reach the target audience?

Probably the thing that the Obama campaign was most well known for was its strategic use of

integrated media and specifically their use of social media on the Internet. The campaign team hired

Chris Hughes, one of the founders of Facebook, to provide insight and strategy on how best to use

social networking. By tapping social media, the campaign was first able to raise through small

donations (in July 2008 alone) $51 million, with 65,000 donors contributing. This allowed him to

turn down public funding say, "public financing of presidential elections as it exists today is broken,

and we face opponents who've become masters at gaming this broken systemvi." Second and

probably more importantly by using Facebook, MySpace, Twitter, 12 other social networking sites

and his own site (totaling 5 million supporters on social networking sites), he was able to rally the

troops, engage people in conversations around issues that mattered to them and eventually attract

people to volunteer to canvas for the campaign and rally others for the campaign. At the same time,

more than 1 billion emails were sent with 7000 different messages targeted to specific audiences.

This sort of community style activism, learned from his experience organizing community activism

in inner city Chicago in the 90s, provided word-of- mouth marketing that helped bring the younger

audience out to vote. And by his choice of media itself, he was able to send the message that he

was hip, tech-savvy and relevant to increase his popularity with young people. Obama’s campaign

was further strengthened by McCain’s comparatively limited use of the Internet. Furthermore, he

used mainstream media in innovative ways as well, as can be seen by the October 29th Obama

campaign's 30-minute infomercial "American Stories, American Solutions" that was simulcast on

NBC, CBS, Fox, Univision, MSNBC and more focusing on a wide range of issues including health

care and taxation. Of course the candidate’s debate strategy and style is also key to success in the

polls. The three debates progressively became a smear campaign against Obama in the part of the

Republican Party, McCain and Palin. To Obama’s credit he kept a cool head and stuck to his

strategy of being a smart talker. This was key as in previous elections Bush smeared Gore’s

character that could have easily been as harmful to the Obama brand. viiOver time the polls showed

that Obama’s consistent message and brand while McCain increasingly looked bitter and out of

touch. In addition, to combat the Republican smear campaign, the Obama team set up “Fight the

Smears” website (http://fightthesmears.com/) to counter mistruths such as Obama isn’t Christian

but Muslim, or another that he actually wasn’t an American citizen. Again this intelligent use of

media to protect the candidate’s image was key to his strategy. In this way, media was carefully

chosen to bring his message to the right people and through his choice of media sent a poignant

message that he was one of us and that together we could change things. Eyes on the Prize Has the

campaign achieved marketplace success? Has it achieved the goals? In order to answer this part

you may want to use data released by the brand or discussions in the press regarding the campaign’s

effectiveness. The simplest way to check this is to look at the Final Electoral Map (see Exhibit 1)

that showed a final count of 365 (Obama) to 173 (McCain)viii. Between October 29 and November

2 shows an average 7.3% lead for Obama over Senator McCain. Looking at the demographics, an

impressive 43% of whites voted for Obama, 66% of Hispanic votes, 99% of black votes and 55%

of the total female votes went to Obama. He clearly overcame racism among voters enough to gain

the majority vote. Looking at the younger votes, 66% of under-30s voted for Obama, and 55% of

young white voters voted for him. Overall all this shows that his campaign effectively attracted a

high number of first-time voters, 71% who voted Democrat this election.ix Another indication of

his relevancy to the target audience was 2.4 million friends on Facebook compared to McCain’s

620,000 which is a 380% more supportersx. From my own point of view, as a person who is loyal

to such brands as Apple and Whole Foods, the Obama campaign accomplished through a tightly

controlled brand of smart, liberal talking and a media strategy of building an authentic persona

though social media, what most companies can only dream of. My vote went to Barack Obama and

even now as his popularity is slipping with American’s mistrust of universal health, I believe the

man and his party are capable of change many in my generation desire. Clearly leadership of a

country goes beyond conventional advertising, however the Obama campaign deserves the

nomination for best integrated marketing communications campaign in 2008.

3. Corporate social responsibility is a key issue in business. I fell

McCain Food has been successful.

Corporate social responsibility :

In today’s highly competitive global market, no businesses should overlook marketing. There is so much

in marketing that just getting attention of the prospective customers. Marketing covers a wide range of

business strategies that include advertising, promotions, public relations, and sales. It is the process of

“introducing and promoting the product or service into the market and encourages sales from the buying

public” (Exforsys Inc.). Marketing can break or make the success of the organization because production

and distribution depends largely on it.

All of the business industries rely on market to get the products and services across to the consumers.

However, the level of competitiveness in marketing depends on the type of industries. The most competitive

industries in terms of marketing are the beverage and food industry. One of the most undeniably successful

companies in terms of marketing is McCain Foods Limited, which has gone global and continues to expand

its reach. Many business analysts agree that McCain Foods’ has a winning marketing strategy. McCain

Foods’ Marketing Mix is the strategy that ensured the company success within the food industry.

This paper will examine and evaluate how McCain Foods Limited achieved success through its Marketing

Mix. In order to provide more conclusive discussion on the subject, this paper will also provide brief

description of the company in order to provide background on how much the company has grown through

it marketing mix marketing strategy and will also provide brief discussion on the fundamentals of marketing

mix.

Company Profile of McCain Foods :

McCain Foods Limited is world’s largest and leading manufacturer of French fries, frozen potato products

and other oven-ready frozen food products. It is quite apparent that McCain Foods is effective in marketing.

On the company’s official website, a good marketing statement welcomes visitors. It reads:

McCain is dedicated to creating good food and a better life for our consumers, customers, employees, and

the communities we work in, worldwide. Our goal is to consistently win with customers and consumers by

making them smile.

From a wide range of innovative food products that are better for you and fun to eat to sharing our expertise

in sustainable agricultural practices with developing countries to reducing our environmental footprint,

McCain is creating smiles around the world (McCain Foods Limited).

The company was established in 1957 and is privately owned by four McCain brothers— Harrison,

Wallace, Robert and Andrew, who all live in Florenceville, New Brunswick, Canada. According to Forbes,

McCain Foods Limited is the second largest private company in Canada with over 20,000 employees and

55 production facilities in 12 countries across the world’s six continents (Forbes). The company’s operation

is so massive that it processes one million pounds of potato products each hour and sells one-third of the

world’s frozen french fries products in over 110 countries.

Basics of Marketing Mix :

‘Marketing mix’ is a general phrase used to describe the different kinds of choices organizations have to

make in the whole process of bringing a product or service to market (Mind Tools Ltd). According to

marketing resource editor Michelle Arevalo, marketing mix refers to the different tools a company uses to

effectively promote its business in the marketplace. These are often separated into what is known as the

four P's of marketing: product, price, placement and promotion. The four Ps of marketing which are product,

price, placement and promotion, is one way – probably the best-known way, according to Mind Tools Ltd,

of defining the marketing mix, and was first expressed in 1960 by E J McCarthy

McCain’s first global social responsibility report wins best annual

report at CSR Awards

Toronto, Canada, February 25, 2010 – McCain was honoured during a luncheon held at the National

Press Club in Washington, D.C., U.S. where PR News announced the winners of its annual Corporate Social

Responsibility Awards. McCain’s first global social responsibility report – Our Journey – won the 2009

best annual report. McCain first introduced its report, available at www.mccain.com, in October 2009.

According to Dale Morrison, McCain’s global president and CEO, while the company's journey toward

social responsibility began more than 50 years ago, the term "Corporate Social Responsibility" was not

common language when co-founders Harrison and Wallace McCain first ventured out in 1957. The two

brothers, however, operated with the philosophy that good ethics is good business and with the highest

regard for people, cultural differences and for building mutually beneficial relationships. Even then, the

company founders knew that making decisions with a view to social, economic and cultural challenges was

the key to sustained success.

Although McCain has long operated its business with an underlying philosophy of social responsibility, the

company had not taken steps to communicate its efforts, progress or initiatives, largely because it has

remained privately owned since its founding.

In recent years, however, customers, employees and other stakeholders have been demanding greater

transparency from companies, particularly with respect to environment practices and social compliance

throughout the supply chain. The publication of McCain’s first social responsibility report marks an historic

step in the company’s journey of becoming more market facing, giving customers the information they

desire in choosing their brands. The publication also provides the company with a key marketing and

employee recruitment tool as business partners and prospective employees look to associate with the most

reputable companies.

Corporate Social Responsibility

Corporate Social Responsibility:

Making sustainable differences in our communities.

At McCain, we know it’s our responsibility to be a good corporate citizen by acting in ways that support

our local communities, our environment and our employees. We do it because it's the right thing to do.

This responsibility is embedded in our culture, not just because it’s good business, but because of the effect

it has on society at large. We have made sustainable environmental impacts that will continue to improve

the lives of the people around us. Reducing our environmental footprint and enhancing our corporate social

responsibility is a continuous process at McCain.

Corporate Responsibility

Corporate social responsibility is synonymous with our vision:

McCain It's All Good.

We’re on a journey.

Corporate Responsibility :

Managing our impacts on society :

Energy and water are necessary inputs at our manufacturing

facilities, which also generate air emissions and waste. Our

commitment to managing these precious resources in an

economically and environmentally responsible manner is

driven by our awareness of the critical role they play in the

sustainability of the planet.

We deliver products to and within more than 130 countries

around the world. This generates travel miles that must be

economized to lessen their associated impact on the

environment.

We partner with almost 40,000 suppliers worldwide,

including the growers of our produce. To ensure a stable

and sustainable supply of goods and services, our suppliers

must share our commitment to operating their business in a

socially responsible manner.

We feed millions of people every day in a world where

malnourishment, hunger and obesity are prevalent issues.

Delivering quality food that is safe, nutritious and

affordable is our foremost priority.

We employ 20,000 people directly around the world and

many thousands indirectly. Ensuring safe working

conditions and equitable pay, providing development

opportunities for personal growth, embracing diversity and

inclusion, and respecting human rights are all ways that we

attempt to create good lives.

As a global company our marketing efforts reach a vast

audience. Our commitment to market responsibly is

demonstrated by directing balanced and factual

communication about our company and its products to

mature household decision makers.

Bridget McCain's Bangladesh orphanage revealed :

Bridget McCain stood out among the seven children of John McCain who took to the podium

amid the razzmatazz of the Republican convention in Minnesota.

Orphanage in Bangladesh where John McCain and his wife adopted a daughter 17 years ago. By

Angus McDowall and Abdullah Al Muyid in Dhaka

The adopted daughter of the party's presidential nominee, had been plucked from a Dhaka orphanage

as a desperately ill baby girl after a cyclone struck Bangladesh in 1991.

Shyly waving from the podium, the epitome of the bashful schoolgirl, Bridget charmed the hall full of

Republican activists gathered last week to acclaim their party's choice for president.

It was a world away from her roots in the backstreet orphanage in Dhaka, capital of one of the world's

poorest countries, which The Sunday Telegraph traced last week.

Around the Sisters of Charity of Mother Teresa Children's Home, the streets are so full and chaotic

that it is easier to go on foot than ride a rickshaw or moped through the bustling crowds.

But Sister Olivet, the senior nun, was not surprised when she learned that a former charge had risen to

such elevated circles.

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"When she arrived here she became the child of God," she said. "So this must be what God wanted her

to be. It just happened for this lucky child."

The orphanage, its walls adorned with fading pictures of babies, photographs of Mother Teresa and

images of Christ and Mary, rings to the cries and gurgling laughter of nearly 30 babies and toddlers.

Neat blue baskets, quilted with bright blankets, lie in rows for the smallest babies, while the older ones

- up to two years of age - bounce up and down in metal-sided cots.

In another ward, about 15 mentally handicapped children play with the few local women who come to

help the nuns.

"Some of the children here come straight from the hospital," said Sister Juanne an Indian nun, who

moved to Bangladesh after joining the Catholic order founded by Mother Teresa in the slums of

Calcutta. "Sometimes the mother runs away right after delivering the baby. Sometimes the police bring

in children who are abandoned in a street side or even in the dustbin."

Behind her was a painted screen depicting an angel shepherding small children to heaven.

In a small concrete yard outside, the broad leaves of a banana tree gave shelter to a small boy gazing

mournfully at a rusty blue slide and set of swings. A shrine, decked with flowers and bearing the image

of Mother Teresa at prayer, was set into the wall nearby.

The nuns at the orphanage, who gave up their family names long ago and are now simply known as

sister, work for two or three years at a time in different homes run by the charity around south Asia.

"Most of the mothers are unmarried and that is a big scandal in our society," said Sister Olivet, wearing

the order's distinctive white sari with blue trimming. "And because of poverty they cannot afford to

take care of the child."

If the babies are not adopted before they reach the age of four, they are given up to other orphanages.

"We send the babies who are not adopted to a proper orphanage for older children," said Sister Olivet.

"After a certain age they receive education and training. They get in to the normal stream of life after

their time in the orphanage, in the case of boys they go for jobs and for girls they get married. But we

keep a kind of connection with them and they also keep it alive."

Mr McCain's wife, Cindy, brought Bridget and another little girl, Nikki, back to the US after seeing

them in the orphanage.

Nikki was later adopted by one of Mr McCain's aides, Wes Gullett.

Both girls needed urgent treatment for life-threatening conditions and their chances had looked bleak

if they remained in Bangladesh, where more than half the population lives on less than 50p a day.

"When I visited an orphanage begun by Mother Teresa, two very sick little girls captured my heart,"

Mrs McCain told the convention with Bridget at her side. "There was something I could do. I could

take them home. And so I did."

Her shy moment in the limelight was an astonishing turn around for the young woman, whose very

existence eight years earlier was made the target of an unsavoury whispering campaign in the South

Carolina primary, when it was hinted that she was Mr McCain's biological child born out of wedlock.

Now preparing for her final year at high school Bridget has everything a young woman could hope

for: a loving family, a good education and all the opportunities afforded by a prosperous, democratic

country.

Despite the worldly success enjoyed by Bridget McCain and Nikki Gullett, however, the Bangladeshi

government has moved to prevent more young children being given up to adoption by foreign parents.

Now only foreigners married to a Bangladeshi citizen are eligible to adopt in the country.

"I was born in Bangladesh, a malnourished, abandoned girl child," Nikki Gullett once wrote in a prize-

winning school essay. "But I was a lucky one, adopted by parents in America and naturalised as a US

citizen. I am so glad I am an American girl."

4.McCain Foods can expend its business beyond that of being

linked with potatoes.

The Frozen Potato Category

Having to sustain the French Fries business in our Super fries TV spot, we asked the question, “Can

McCain Super fries get any sparer?” While kids already love them and attribute superpowers to them,

we reassured mom that she can feel good about serving them.

However, the overarching goal for the Potato category in 2011 was to drive growth through the

introduction of innovations. Supporting the launch of McCain Vegetable Hash browns, we built our

campaign on the idea that everyone loves a great weekend breakfast, but no one wants to get up to

make it. With McCain Super fries Home style Red Skin Wedges, we introduced a new side dish suited

for different meals not typically associated with fries, like hamburgers and hotdogs, and that can easily

compete with boring rice.

By asking “Should potatoes and other vegetables be mixed together?” we encouraged mom to break

with her side-dish traditions and try new McCain Harvest Splendor Medleys. We used television as

the vehicle to generate awareness for the product launch. We developed a strong digital-display plan,

pushing to Face book, where we asked Canadians if they were ready to break with tradition. We

partnered with bloggers to sample and review the product, and we added a contest element on mom-

specific sites as a promotional tactic to encourage more discussion and product trial with our target.

Frozen Campaign :

The advertising team for Canadian-based McCain, the frozen and packaged spuds company, lucked

out when an eponymous politician decided to run for president. They will capitalize on the name

recognition with an election-themed campaign called "Why McCain should be in the White House,"

according to Advertising Age.

Since McCain (the food one) doesn't use trans-fatty oils, one campaign slogan will be: "McCain goes

to war over oil." Another one: "McCain brings 'smiles' to millions," referencing the company's frozen

potatoes with cut-out smiley faces.

The company hopes to keep the campaign alive until early November, unless events with McCain (the

human being one) make the ads seem old.

Since 2008, I've been working with our writers, editors, and community to make Serious Eats a more

dynamic and delicious place. Originally from southern California, now a Brooklyn dweller who's

always trawling for a ripe avocado.

McCain Signatures Roasts –

Fantastic roast potatoes are a key part of any successful menu, helping to set your dishes apart from

your competitors and offering customers a reason to return time and time again. However, whether

you prepare roasts from scratch or use a pre-prepared product, it can be difficult to maintain customer

satisfaction by offering a high quality roast on a consistent basis. We've created Signatures Roasts to

enable you to offer your roasts, cooked in your personal style in a fraction of the time but with none

of the prep, none of the waste and year round guaranteed consistency.

Features:

· Authentic homemade style roasts

· Pre prepared for you to finish off your way, retaining your own home made style

· Crisp exterior with a soft moist interior

· No prep or waste

· Significantly reduced cook time – cooked in just 28 minutes

Benefits:

· Huge time savings vs working from ware or pre prepared

· No prep or waste

· No compromise on taste and texture, in taste tests consumers couldn’t tell the difference

between Signature Roasts and roasts made from scratch

· Guaranteed year round consistency

· Reduced cook time takes the pressure off the kitchen by freeing up oven space, allowing you

to keep up with demand on Sundays and enabling you to offer roast dinners during the week.

Conclusion:

‘It’s All Good’ is a message that is embedded in all aspects of McCain Food marketing mix

Not only are the products designed to look and taste good, they are produced from good quality crops

in a way that addresses people’s concerns about issues such as health and the origins of their food.

This helps to ensure that McCain remains a trusted brand. McCain also takes great care to minimize

its impact on the environment. Its products are placed in the market in a way that reduces both food

miles and carbon emissions. Promotion of the products focuses on the positive relationship between

McCain food and a healthy diet and reinforces the importance of food and exercise in a healthy

lifestyle.