Riding the "Presidential candidate's" coattails

McCain is into potatoes. Well, not necessarily Senator McCain, but McCain Foods, a Canadian package-food company.

Some tie-ins just write themselves. McCain Foods, a Canadian package-food company that has languished in American freezer aisles for years, has decided it's time for a change -- at least in frozen potatoes.

McCain is spending the equivalent of its annual online budget between now and early November. The swell is fortuitously in sync with the ascendance of the presidential candidate of the same name. Just like a politician, the company is capitalizing on name recognition with an election-themed campaign, breaking this week in USA Today.

McCain and Chicago-based agency Schafer Condon Carter decided on "Why McCain should be in the White House." The campaign is for the company's namesake frozen french fries, sweet-potato fries and kid-friendly "smiles." Since McCain doesn't use trans-fatty oils, a sample slogan is "McCain goes to war over oil." Another one: "McCain brings 'smiles' to millions," referencing the company's disc-shaped potato product with smiley faces cut out.

Same font, same logo, using message lines that mirror political statements. Borderline tacky, or brilliant?

I'm not sure. I suppose the marketplace will decide, literally.