McCain awards eCRM account to Underwired

McCain has hired Underwired to deliver eCRM campaigns to support the “It’s all good” brand positioning and help build closer relationships with its consumers.

Nicola Ech-Channa, Communications Development Manager at McCain, commented, “Underwired’s understanding of how to marry creative with a sophisticated contact strategy was instrumental in the agency’s appointment. They have an un-precious approach that means they can work in partnership with our other agencies to help develop and maximise our brand communications and relationship marketing activities.”

Felix Velarde, Managing Director at Underwired, commented, “Our strong data and strategic capabilities have brought us a brilliant client with a progressive approach, not just to marketing and the digital arena, but also to business. For example, they were one of the first food manufacturers to use both the FSA’s traffic lights as well as GDA (Guideline Daily Amounts) on packs, and they’ve made extensive use of wind turbines at their Whittlesey plant.”