McCain Foods India appoints Leo Burnett as creative partner

The Publicis Groupe agency has been tasked to help build and differentiate the McCain brand in the frozen foods category by developing and implementing an integrated brand communication approach across all touch points.

McCain Foods leads the fast emerging market in India for frozen foods. The company’s branded retail products, including McCain Smiles and McCain Aloo Tikki, are highly popular and available in all modern supermarkets as well as traditional stores across the country.

On the appointment, K S Narayanan, managing director of McCain Foods India, said: “We found a good strategic fit and decided to go with Leo Burnett in India. Leo Burnett won the pitch on the basis of their strong consumer insights and sound creative direction.”

He added: “We need to build the frozen foods category in India which would be accomplished over a period of time and have been working with Leo Burnett for the past few months in developing the brand strategy and communication plan.”

On the account win, Samir Gangahar, executive director of Leo Burnett, said: “It was a very satisfying win for us and we are absolutely delighted to partner with McCain Foods in India. With McCain’s diverse and excellent product categories for the Indian consumer and the prospect of building the frozen foods category in the country – we look forward to exciting times ahead.”