Macleod GLBA
Food & Beverage
McCain
Packaging investigation and portfolio brand architecture, South Africa.
Work by Gail Macleod, Stratcom Branding
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McCain Crispy Oven Chips with Skin On 750g, Peri-Peri Flavour.
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Architecture Realignment (10.3): purpose, category, segment, prep level, variant and SKUs, from volume to value.
Stratcom job #100724. The architecture file is Phase 6. Select a numbered pointer to read how the page is built, from one family purpose down to every SKU.
Colour strategy overview: master brand colours, segment colours, variant colour-coding and flavour coding, from volume to value.
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One page takes McCain South Africa from a single family purpose, Growing Thriving Families, down through category, occasion, preparation level and variant to individual SKUs, and reads from volume to value. It followed a Stratcom packaging investigation (Phase 4 is a visual audit).
The brief
Stratcom ran a packaging investigation for McCain Foods in South Africa, then built a new portfolio architecture: one family purpose, clear prep tiers and occasions, and every SKU from frozen peas to stir-fries mapped to how different cooks actually shop.
Stratcom job #100724. The architecture file is Phase 6. Phase 4 is a visual audit.
What the architecture set
Purpose: an umbrella brand purpose, Growing Thriving Families, under a Quick, Easy & Healthy proposition.
Preparation tiers: Essentials (unprepared), Semi-prepared, and Ready to eat. Occasions: Everyday Nutrition, Fun Food, On-the-go, and Something Special.
The consumer typology the architecture answers to: Creative, Practical, Routine, Impressor and Determined cooks.
What the files do not show
Sales results, a global McCain programme, or the final packs as shipped. The market in the files is South Africa.