25/09/2026
Six campaigns. Six numbers that made it into an annual report.
Real results look like this. Profit, market share, customers who actually switched.
McCain held its nerve on price for nine years and made £26m in net profit.
Yorkshire Tea went from fifth-biggest tea brand to first without dropping its price once.
B&Q filmed real families in 69 UK cities and reversed years of falling consideration.
The brands that win agree on the outcome first, then work backwards to the media.
Have a swipe through the six and tell us which one you'd have signed off.
