McCain Foods were having trouble with their frozen pizza. During the late 1990s competition between home delivered and supermarket pizzas was being fought to the death, as margins narrowed and taste quality evaporated. Eventually McCain hunkered down at their Ballarat factory and re-thought the recipe, devising a product that brought taste back to the market for a reasonable price. After I and my writer, Peter Ivan, had tasted the new pizza for ourselves we declared it a miracle. And so a proposition was born, which went on to spearhead the product, including packaging and POS material. It became the longest-running McCain commercial in Australia.