Can own-brand businesses compete with big brands? What does it take to get a food product from a new start-up onto the shelves of big retailers? And how do you build and follow a brand strategy over time in a changing marketplace? On this episode of the Oh For Food’s Sake podcast, we talk with food marketing guru Christopher Owen about all this and more, and he tells us the scariest marketing statistic that you’ll ever hear!
Chris gives us the low-down on his career so far, which includes successful stints with established brands, roles in dynamic challenger brands and a food marketing world-first record. He gives us his take on marketing, explaining why “falling in love with the problem” makes all the difference. Later in the episode, we hear the three essential strands of a brand marketing strategy and how to avoid a marketing mistake that nearly every food start-up makes. Grab a pen and paper and get ready to take notes!
We’re so lucky to have Chris on the Oh For Food’s Sake podcast so that we can share his marketing genius. If you learnt something from this episode, please share it on your LinkedIn profile or with a food industry colleague. Don’t forget to subscribe to the Oh For Food’s Sake podcast so that you can catch our weekly episodes!
Timestamps
[1:19] Welcome to the podcast, Chris!
[3:03] How Chris got started in marketing and became the ‘Meat Controller’
[6:21] Marketing to mums vs. marketing to gamers
[8:40] From biscuits to start-ups: Chris’ career move
[12:45] How “falling in love with the problem” makes you better at marketing
[15:51] Growing a small brand with a small budget
[20:41] Chris’ strategy to win over retailers
[24:32] Why you need a business strategy AND a brand strategy
[26:00] Chris dissects the ready-to-drink market
[31:05] The three strands of a great brand strategy
[32:37] What’s the difference between a brand strategy and a brand tactic?
[33:54] What big brand businesses do well
[36:42] “That’s a key mistake I’ve seen start-ups do in the past”
[38:27] Getting a different take on the problem
[41:09] The two types of brand communication you need to do
[44:13] A scary marketing statistic and what it means for you
[47:13] Where to go to get in touch with Chris
Links and Resources
Email: chris@noodlr.co.uk
Find out more about this episode’s sponsor, Ulrick & Short, here:
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See you next time!