McCain Foods launches 'It's all good' campaign
January 19, 2010
by Eric Schroeder
FLORENCEVILLE-BRISTOL, N.B. — McCain Foods has launched “It’s all good,” a new campaign designed to highlight simple ingredients and more nutritious products.
“It’s really quite simple,” said Fred Schaeffer, president and chief executive officer of McCain Foods. “We’re taking simple ingredients, producing a great tasting product and delivering it to the consumer. That’s it. When you read a McCain label the ingredients will be simple and easy to understand. And if we have to use an unfamiliar ingredient, we will explain what it is and why we use it.”
The first McCain products to be launched under the McCain “It’s all good” banner are McCain frozen pizza, pizza pockets and potato products. The recipes for more than 70 products have been changed. Highlights include:
• Shorter and more recognizable ingredients;
• Pizza with reduced sodium and pepperoni made with simple ingredients;
• Baked Pizza Pockets featuring real cheese and flax seed in the crusts;
• Superfries containing sea salt instead of regular salt.
“We are committed to an intensive journey that involves all aspects of our organization,” Mr. Schaeffer said. “We know this isn’t going to be easy. Not all McCain products are there yet. We understand that. We are challenging our employees, partners and others in the field to help us as we fulfill our commitment with each of our products. We’re proud of what we’ve accomplished to date. We believe the effort is worth it.”