Case Study: McCain drives incremental category growth with Dig Insights

McCain launches Vibes with Dig Insights, driving +34% incremental category growth

McCain, a leading frozen food brand, sought to understand if its new Vibes frozen potato snack could compete in the UK's ambient snacking market. The challenge was to overcome ingrained consumer habits and identify the product's opportunity and barriers to success. Partnering with vendor Dig Insights, McCain undertook research to decode this new competitive landscape.

Dig Insights conducted a mixed-method research approach, using qualitative journey mapping and rapid quantitative studies to pinpoint where Vibes could win. The research revealed that its frozen, cooked-from-frozen nature was a key advantage, reframing consumer comparisons. This led to a successful launch where Vibes became the #3 new product in its category, delivered a +34% incremental category growth, and successfully captured share from the ambient crisp segment.

McCain