In late 2010 McCain launched McCain Jackets, driven by the insight that consumers love the taste of an oven baked potato but they take too long to make. However, consumers did not believe that a product cooked in five minutes could taste as good as a conventional oven baked potato. Insights lead by PHD Media highlighted definitive roles for paid, owned and earned media that helped McCain to solve this through integrated communications. Paid media drove awareness and appetite appeal, achieving 56% prompted awareness and a ROMI of 1.25. Mass trial through owned media was undertaken to counteract negative preconceptions, in turn creating earned media that could be harnessed as credible endorsement and coverage. The launch established a new mass market product category, reaching 4.1 million households and 15.6% penetration in year one.