in Foods, the world's largest producer of French fries, wishes to become the most popular brand of its kind in Europe.In order to make a substantial impact on the European market, the Canadian producer of frozen food revamped its logo and style of advertising; the highly recognisable black rectangle has been replaced with an image of a sun-kissed field.
Its new slogan in France is "McCain: le plus gourmand des réseaux social", or "McCain: the tastiest choice for social networking". The potato in its new advertisment is used as a vehicle for intergenerational social integration.
A massive publicity campaign was initiated in France two days ago, which visually portrays this heart-warming theme.
