Hmmmm... my guess is not very.
If it's bought in 2010 and goes out of date in 2011 I doubt it is as 'fresh' and 'nourishing' as its producers would like us the 'consumer' believe.
Though the latest advert from McCain oven chips would beg to differ, and fair play to them as one of their recent adverts is a supreme piece of marketing work.
When I first saw the advert I thought "wow, this is amazing, nothing like any other major food company advert I've seen before; very imaginative."
They've narrated the advert as though it is a short film, telling the story of how a variety of McCain potatoe products are 'created.' With the key message being ' it's all good.' As in the ingredients are simple, natural and good for you.
Semiotics
'the study of signs and symbols, what they mean and how they are used.' - Cambridge dictionary.
Semantics
'Relation between signs and the things to which they refer; their denotata.' - wikipedia
This advert speaks through images. Set in and old picturesque country barn, the scene couldn't be any more perfect. By choosing this setting the manufacturers are trying to imply that their goods are organic, and produced by local farmers in the surrounding country side. This is instinctively British, it rules out any questions people might have about where McCains ingredients are sourced. It's British, British and proud, something that would be very appealing to potential consumers. Automatically boosting the credibility of McCain foods, they now represent quality rather than quantity, dismissing rival brands and their comparatively inadequate massed produced products.
The machine used to make the potato goods is more like an old exquisite invention rather than giant metal structure, we would have perceived to be used in production. It's sweet and clever. Appealing to kids it draws upon a fairy tale like feeling where by every detail adds a little bit of magic to the food, from the way the potato wedges are seasoned to the soft blow of herbs on top. Making their chips special and a must have for children watching.
Its target audience are both children and adults. Enticing kids with the thought of the fun and excitement that is implied in their products, and persuading adults with a charismatic, smart and defyingly healthy food advert.
This advert for the campaign which I found in a magazine, is equally charming. It uses a human touch, one that is more approachable and therefore sympathetically appealing to the viewer.It does this by use of an illustrative narrative, rather than the use of standard photo-graphical images that are repetitively see throughout the media in advertisment. Making McCain unique, and more importantly remeberable for the next time your down at the supermarket choosing what to buy.
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