6 Unilever Evidence-based Secrets: How To Effectively Tell Your Story on Shelf

HUNGRY.

22-01-2024 • 1 hora 51 minutos

Every top food and drink founder reads our Newsletter - why wouldn't you?

Watch the full shabang on Youtube - https://www.youtube.com/@HungryFMCG/videos

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Sometimes a conversation takes you TOTALLY by surprise.

This was one of those.

Jaw-dropping through-flooring flabbergastingly good.

Oliver Lloyd is founder of Great British Chefs. Pioneer of the foodie movement.

Before Great British Chefs, Ollie was a global marketing manager for Unilever.

I expected us to talk all things chefs n food and food n chefs.

Out the gates we stomped straight past foodie boundaries, into boundless brand building bounties.

My curiosity gleefully wagged like a happy puppy.

We roved through the History of Art, it’s relationship to brands, why founders should study art to tell better stories on shelf.

I’ve listened back twice.

ON THE MENU:

  1. The Difference Between a Brand Plan and Marketing Plan: What comes first? Brand Rigour should be excruciating painfull.
  2. Why Marketing Managers Must Tailor each marketing mix to each retailer and their plan, build around THEIR goals
  3. The Knock, Knock Test: How to Make Your Story WIN at Shelf
  4. The Parallels of Great Plate of Food and Great Brand on Shelf - Always Subtract
  5. Why brands must deliver on their simple promise AND go further
  6. The Telling Nana About Ibiza Rule: How to optimise by retailer, brand, occasions Costco -the mindset switch when someone goes shopping in TESCO vs Waitrose vs Sainsbury’s vs Pub.
  7. Why Retailers don’t make money selling SKU’s - Trade Marketing is their profit centre

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