+£79m
CaseBrand & Creativity
Ten years of McCain consistency added £79m of profit, mostly through pricing power
McCain held its 'We Are Family' real-teatimes platform consistently across media for ten years, sustaining investment through the pandemic and inflation. Advertising added £79m of profit, price elasticity halved, and the big payback came through the price effect - protected margins as costs rose. It became the most awarded IPA paper of all time.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
McCain Oven Chips 2015-2024, via The Power of Compound Creativity, s. 31-34; elasticity data Circana
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