McCain Foods is something that you always see when passing the frozen food aisle.  I personally remember being a child and begging my mother to buy the McCain Smiles – the infamous potato fries.  However these days, they don’t seem to be as popular and you don’t see their commercials anymore.  “The Canadian frozen food manufacturer is responding to a demographic shift.  (Kranshinsky, 2014)  The old advertisements were geared towards families and young children, although their new advertisement is of couples and friends – due to the fact that more households now consist of two people or less.  McCain is now adapting to the changes of the environment and society, and so they must adjust their customer segments.

In this day and age, everyone seems to be going towards the natural and healthy spectrum.  Frozen food doesn’t exactly fit in the “natural” characteristic.  McCain aims to do a whole rebrand, also having a completely new logo which is much more appealing to their now new demographic.  They are also trying to rid of ingredients that seem unnatural in their ingredients list.  McCain will still face a lot of apprehension with marketing frozen fries as healthy and so it will be interesting to see where their new strategy will take them.  This could be a positive evolution or either a realization of a decreasing industry.