'It's all good' brings McCain back from the brink

Tylee, John
January 2011
Campaign;1/21/2011, Issue 3, p13
Trade Publication
The article focuses on how McCain Foods UK, a British chip manufacturer, survives the impact of the obesity debate on its business. McCain Foods UK's core brand, Oven Chips, becomes controversial when the public questions the fat content of the chips. To deal with the issue, the manufacturer reinforces its message about the quality of its products. In addition, the manufacturer creates a partnership with UK Athletics.


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