How To Come Back From Rock Bottom, List with Waitrose, Tesco and Become a B-Corp - Liam White, Co-founder Dr. Wills
HOW TO COME BACK FROM ROCK BOTTOM, LIST WITH WAITROSE, TESCO AND BECOME A B-CORP - WITH LIAM WHITE, CO-FOUNDER DR. WILLS.
“But I don’t have a big marketing budget to drive a listing?”
“How can I compete with the big corporate brands”
“How are we ever going to hit RoS targets”
Having this conversation with yourself or team, right now?
Keep reading.
Last week, got very saucy on the podcast, with my broski Liam White co-founder of Dr. Wills
In Lockdown 1, Dr Wills, like so many brands, were ransacked by Covid with food service and hospitality forced shut.
2020 was trudging through treacle.
BUT fast forward a year - they’ve won listings at Tesco and Waitrose, become a certified B-Corp and a gorgeous rebrand.
THE KEY LEARNING?
YOU DON’T NEED A BRASH BOARD ROOM BUDGET TO DRIVE A MULT LISTING.
What I love about, Liam, Josh and Will is they won a TESCO listing. Rolled up their sleeves. Looked what was in their control. And worked their faces off to drive the listing.
Some other key takeaways:
- Why Liam believes stopping work, is work. Working from Home is draining, you’ve got to preserve your energy.
- How to “hack” the system and get customer data if you don’t have the budget for Kantar etc.
- Why the 1% makes all the difference when you’re a brand with 2 facings vs. a big incumbent brand with 40 facings.
- How Liam's perception of what makes a great challenger brand has changed from 2018 to 2021
- How to narrow down the laundry list of key messages/USPs to one. clear. point of difference.
- Unpolished Emotional Content Through Friends and Family - will drive 10,000 jar sales
- What Liam would do differently he were to start again tomorrow - the common pitfalls brands make.
#FMCG