Brief Description: This paper demonstrates how effective communications helped McCain prosper in a market affected by a raging 'junk food' and obesity crisis. Prior to 2006, McCain's oven chips were suffering perception problems within the general public. A loud and proud communications idea - the 'It's All Good' campaign - was launched to allow McCain to defend its core market and change public opinion by restoring and developing a more culturally sensitive brand image, and even mitigate against a significant price rise. Using a multi-media approach, the campaign has already generated short term ROMI of 1.07:1, and provided a platform for future growth and diversification ;---(TAGS)--- Full Title: When the chips are down it pays to advertise ; Number: 2008/41 ; Brand Name: McCain Oven Chips ; Client: McCain Foods Ltd ; IPA_ProductCoding: Food (Vegetables - fresh, frozen, canned) ; Agency: Beattie McGuinness Bungay ; Author: Dan Hill - Beattie McGuinness Bungay, Sergen Oxbek - Brand Science ;