In an age of Belgian pride, protectionism and supremacy when it comes to chips, how do we convince the media to promote the “Belgianness” of Canadian potato giant, McCain?

– By gathering all the available evidence pertaining to McCain’s Belgian credentials and promoting the hard facts accordingly: McCain’s recent takeover of the world’s largest chip factory, located in Belgium of course and the huge investment plans in view for McCain’s new factory, together with many local employment opportunities

– By organising an annual corporate/economic press conference and factory visit scheduled symbolically for 14th February 2017, to announce the renewed strengthened partnership between McCain, world leader in French fries and potato specialities and Belgian’s unrivalled chip prowess

– And a new positioning for the brand: McCain: “Bien plus Belge que vous ne le pensez!”, ( Much more Belgian than you think!)

Client: McCain