Give Your Menu the Edge.

McCain launched a new, premium chip into the foodservice channel – talking to pubs, clubs, QSR and small scale operators. 

Challenge

In a market saturated with similar offerings, impact and cut-through was paramount to get noticed, trialed and adopted.

Solution

B! brand created the ‘Edge Cut’ platform that talked directly to the operators and clearly promoted the benefit to their menu – a unique diamond cut chip for a consistent and extra crunch with premium craft seasonings for excitement and versatility. The promotion in AUS & NZ included posters, tent cards, aprons, banners and sales materials to aid sell-in.

Using our brand building blocks we ensured Edge Cut delivered credibility,
crave-ability and menu value.

B Clear

Messaging focused on tangible benefits like presentation, chip texture and gourmet taste appeal – to help operators see the McCain difference instantly.

B Relevant

The unique diamond cut became a hero visual cue, paired with language that resonated with busy operators seeking on-trend menu upgrades.

B Consistent

McCain’s trusted branding was retained across all touchpoints to reassure quality, while the Edge Cut visual identity introduced a premium feel.