Principles Agency has won a three-way pitch to manage the account for McCain's Classics Food Service, a supplier to pubs, restaurants and other caterers.

The initial campaign will illustrate the British sourcing McCain uses for its products and will launch with a new 'From seed to farm to plate' message, alongside its established 'It's all good' strapline.

Jayne Redhead, senior brand manager at McCain, said: “Since the smoking ban, the importance of serving food in pubs has increased and is no longer a secondary offer. Our brief to reposition and promote the largest McCain Foodservice brand, Classics, amongst the mass pub sector market was paramount.”

Chris Goodwin, managing partner at Principles said the Leeds-based agency was delighted to be working with such a high profile brand.

He said: “Our brief to position the McCain Classics chip as a quality British potato product with a focus on traceability, gives us a fantastic opportunity to communicate McCain's 'potato promise' story.

“Having a real understanding of the client's needs, its industry and customers was vital to this business win and has put us in good stead to create integrated B2B campaigns from trade advertising, direct mail and promotions to web and packaging."