SOURCE: Schawk, Inc.

Schawk, Inc.

March 09, 2010 09:00 ET

Anthem Worldwide Helps McCain Foods Bring "It's all good" Brand Platform to Life at Shelf

New Package Design Communicates Simplicity of Ingredients Across Frozen Foods Line

TORONTO--(Marketwire - March 9, 2010) - Anthem Worldwide, a Schawk (NYSE: SGK) Strategic Design Company, whose integrated global network provides innovative solutions to articulate, unify and manage brand impact to create compelling and consistent brand experiences, announced that it has helped McCain Foods, an international leader in frozen convenience products, bring its McCain It's all good brand platform to life at shelf with new packaging designs for its frozen pizza, pizza pockets, and potato lines in Canada.

The impetus behind the redesign is in response to McCain Foods' commitment to use ingredients like specially selected potatoes, real cheese, green peppers and vine-ripened tomatoes in its products -- simple ingredients that consumers would find at home -- and take out unfamiliar ingredients or explain to consumers what they are and why they are used. With health and wellness top of mind for many consumers today, McCain is shifting the conversation away from the ubiquitous "What's for dinner?" to the more enlightened, "What's in dinner?"

And what's in dinner is the focus of the journey McCain has begun to reformulate its recipes to bring great taste and nutrition more naturally to Canadian consumers. The Company has already reformulated more than 70 of its frozen pizza, pizza pockets, and potato recipes with plans to continue the transformation of additional products in its portfolio. The new designs by Anthem capitalize on the simplicity of the ingredients and communicate "clean and real" ingredients.

Heather Crees, vice president of marketing at McCain Foods, said, "Research shows that eighty-five percent of Canadians are looking for prepared foods that are made with real ingredients they can recognize and eighty-six percent want food companies to be more transparent about the ingredients in their food products. We are responding to their need for simplicity and transparency and believe this will help strengthen Canadian consumers' connection with the McCain brand."

Added Crees, "Anthem helped McCain visually communicate our promise of great taste, and real, clean ingredients in a simple and compelling way on our packaging. The design system they created to support this will carry strong visual cues across all our product categories."

The redesign of the packaging also leverages the back panel to bring greater transparency to consumers with more detailed messaging. Gary Oakley, creative director of Anthem Worldwide's Canadian office, noted: "The communication architecture we created for McCain packaging also extends to the back panel. It reinforces the simple ingredients message and helps re-connect the consumer to the McCain It's all good message."

Added Oakley, "Our approach was to create a design that conveys a simple, wholesome, and natural message. We achieved this by removing tertiary visual elements and simplifying the message to draw attention to the clean, simple ingredients -- whole ingredients such as potatoes for the potato products and wheat for the dough in the pizza products."

Anne Dean, managing director of Anthem Worldwide's Canadian office, said, "It was easy to be inspired by the McCain promise and the idea that the only ingredients in food, should be food. We are proud to be part of the team supporting McCain's relaunch of all the products in its frozen food portfolio and of bringing McCain's commitment to healthy eating to shelf."

Bob Cockerill, regional managing director of Schawk's Canadian operations, commented: "Anthem and Schawk, agencies of record for the international frozen food leader, worked side by side with McCain Foods to help create a compelling and consistent brand experience on-shelf for Canadian consumers. By working closely with all stakeholders, Schawk supported the McCain promise and Anthem's expression of it through the packaging design -- by managing color and image fidelity precisely to strengthen the appeal of these clean and real ingredients. Schawk also recommended a matte finish for the frozen potato flexible bag which creates a more natural look."

Anthem Worldwide, a Schawk Strategic Design Company, is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services to our clients including Campbell's, Coca-Cola, E-Mart, Foster's, General Electric, Hbc, Kimberly-Clark, Microsoft, Nestlé, Procter & Gamble, Revlon, Safeway and Unilever. For more information on Anthem, please visit Follow Anthem on

Schawk, Inc. is the leading provider of brand management services, enabling companies of all sizes to connect their brands with consumers to create deeper brand affinity. With a global footprint of 48 offices, Schawk helps companies create compelling and consistent brand experiences by providing integrated strategic, creative and executional services across brand touch points. Founded in 1953, Schawk is trusted by many of the world's leading organizations to help them achieve global brand consistency. For more information about Schawk, visit Follow Schawk on and

McCain Foods Limited is an international leader in the frozen food industry, employing 20,000 people and operating 53 production facilities on six continents. A privately owned company headquartered in Florenceville and Toronto, Canada, McCain Foods has annual sales of CDN$6.5 billion. McCain Foods is the world's largest producer of frozen French fries and potato specialties. The company's products can be found in thousands of restaurants and supermarket freezers in more than 130 countries around the world. For more information about McCain, visit For more information on the McCain It's all good™ commitment, including product and ingredient specific details, visit

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