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    • Two factory workers in blue uniforms and safety gear share a lighthearted moment. They wear hard hats and protective glasses, smiling warmly. Industrial setting.A group of three colleagues sits on a gray couch in an office lounge, smiling and laughing. They hold yellow pillows, and greenery hangs overhead. Warm, relaxed atmosphere.A worker wearing a yellow hard hat and high-visibility vest labeled "McCain" walks through an industrial setting, conveying focus and safety.

    Making it happen with McCain

    Making it happen with McCain

    Making it happen with McCain

    Making it happen with McCain

    Services

    • EVP

    Perceptions gathered

    1:1 Interviews

    Research focus groups

    People only ever see the finished product, but never the journey behind it or the people who make it, with McCain GB, we set out to change that. In need of a refreshed employee value proposition (EVP) that authentically reflected the working experience and culture to draw talent in, we worked with McCain GB on how best to express it.

    Our work needed to be truly representative and enable us to genuinely articulate McCain’s EVP.

    To kick things off, we grounded all of our work in data. We carried out both internal and external research to give us a holistic insight into McCain GB. This involved interviewing 40 people internally across a range of roles, tenures and diversities, and sending our Research team on site visits up and down the country. It was important that we captured a wide variety of voices so that our work would be truly representative and enable us to genuinely articulate McCain’s EVP. 

    By collating insights from our competitor analysis, Wisdom (our data-backed employer brand perception tool) and a Wiser Academy (our network of over 200 brand ambassadors at over 60 universities in the UK and Ireland) survey, we ensured that we weren’t just analysing the viewpoints of McCain’s people, but also widening the net to include external perceptions too. 

    Go-getters, trend-setters and moment-makers

    From that we found that within McCain GB, wherever you are, whatever your role: you can build skills, shape your path and craft your future. It’s all about being supported to act like an owner and make an impact and therefore, our platform had to be ‘Make’. It nodded to the iconic ‘The Makers’ films which we’d previously created for the brand but with a new, versatile twist.

    Based on our curated reasons to join and stay from the research phase, our Creative team then developed a narrative statement and a messaging framework. This included headlines that flexed to different moments across the candidate journey, and the different themes that make up McCain GB’s culture.

    Locations covered

    External survey responses

    Competitors analysed

    Making an impact from farm to fork

    In the consumer world, McCain’s notable brand is known for its dinner staples, midweek wins and freezer drawer saviours. But now it’s time for the people behind the product to get their accolades. Armed with this ambition, we’ve built a heart-led, strategic EVP that speaks to the core of McCain GB’s people and is soon to be rolled out across recruitment campaigns and careers content, helping McCain GB attract and retain talent in a highly competitive market. 

    A person in a blue uniform with a red hairnet sits smiling at a computerA woman in a bright pink sweater with a yellow lanyard smiles warmly while sitting at a desk, engaging in a conversation with another person.A worker in a white helmet and yellow vest sorts potatoes on a conveyor beltBags of McCain chips on a shelf. A red bag reads "1.6 kg BIG BAG" and a blue one reads "2.1 kg BIGGER BAG." Central bag showcases "Home Chips."Two workers in blue coveralls and safety gear stand in an industrial setting. One holds a notebook; both appear focused and engaged in discussion.

    To talk to us about this case study,
    get in touch

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