McCain Foods relaunches consumer website and promotes loyalty

Spud Shillings: McCain loyalty programme

Spud Shillings: McCain loyalty programme

McCain Foods, the frozen foods brand, has relaunched its consumer website,

According to the company, the new site is designed to support McCain’s eCRM strategy, which is reported to have increased average purchase frequency by more than 3% and revenue by 38%.

The website has been developed by eCRM specialist Underwired Amaze. It features offers, promotions and competitions with an an opt-in loyalty programme, Spud Shillings, which offers rewards based on an active brand engagement score.

“The launch version of the site had a strong emphasis on the experience and discovery of content,” said Underwired Amaze’s co-founder and creative director Jason Holland.

“Over time the site’s purpose and content developed further as regular visitors became familiar with it. So we had a challenge to keep the feel of the original site design but make the content even more accessible and fresh.

“The new home page and structure within the site maintains the beautiful environment and brand experience of the real-life locations as depicted in the original launch site, while key content is highlighted and the structure made even easier to use and navigate around for a more engaged experience,” Holland said.

The first version of the website generated over 10,000 sign-ups in its first few days.