McCain Healthy Choice encourages Australians to take a fresh look at frozen meals in brand a new TV spot via Whybin\TBWA Group Melbourne

Whybin\TBWA Group Melbourne is today launching a new Healthy Choice brand campaign for McCain Foods to encourage Australians to take a fresh perspective on frozen meals.

Representing the first work by the agency since it won the creative account in December, the campaign looks to drive reconsideration of the Healthy Choice brand, evolving the brand’s famous tagline ‘Healthy Choice is looking after yourself’ to mean food that not only does you good, but importantly, tastes good, too.

WATCH THE SPOT

Showcasing the tasty new range of steam products, the spearhead 30-second commercial features a group of work mates on a lunch break who fall victim to food envy when one chooses to enjoy Healthy Choice for lunch.

Says Katrina Wilson, marketing manager for McCain’s Healthy Choice: “In essence we are on a journey to change people’s perception of the Healthy Choice brand. We have improved the quality of our recipes and products, and have completely revamped the branding, and we now need this to translate into a true perception shift.

“Whybin\TBWA has a great understanding of our business and helped us communicate our core proposition in a light hearted way. The team has, quite simply, injected some enjoyment into the Healthy Choice brand and experience.”

The TV campaign launched on Sunday September 22 and is accompanied by in-store product sampling.

Agency: Whybin\TBWA Melbourne

Shopper Agency: The Integer Group®