McCain Foods brings new branding to Australia

McCain Foods is bringing its new branding to Australia. The new branding, developed by brand agency BrandOpus, was first introduced in the United Kingdom and marked the first complete overhaul of the McCain logo in more than 50 years.

The new design means the exit of the black box logo and replaces it with images of sunshine and a natural landscape.

Paul Taylor, executive creative director at BrandOpus, said: “We were challenged by McCain to imbue their brand identity with new meaning. Establishing the sunshine as the new symbol for the brand reflects the warmth and positivity of a natural world that will ensure the consumer reappraises the role of the brand.”

Mike O’Brien, marketing director at McCain Foods ANZ, added: “BrandOpus’ portfolio reframes the way people see our brand –to drive reappraisal, improve visibility and act as an anchor for our renewed focus on leading category growth.”

Introduction of the new look is part of McCain’s strategy to drive brand and category growth in Australia. The new packaging has reportedly already been spotted in some stores.