7 Weird Reasons Willy’s Pies Are The NEXT BIG Challenger Brand: Failing at Watford Football Club, Launching at Arsenal & Fulham, Winning Investment from Ian Wright, Ocado Launch

Building a brand = Jump off the cliff and build the plane on the way down

“there are no set rules to build a challenger brand”

Will and Josh, from Willy’s Pies live and breath those adages

Brash oblivion confidence -

mixed with naive intelligence

• tempered with a big ol’ dose of cynical pragmatism good humour

Willy’s Pies is the wonderful story of

action = momentum.

momentum = magic.

magic = more momentum = more magic.

Will, a chef at BRAT and St. John was furloughed, for long, he made taste-tantalising pies.

Will pie-peddled on pie-purveying bike around East London during Lockdown.

Josh, The Operator, joined Will in 2021, from double glaze windows to take Willy’s NEXT LEVEL

4 years later

• Launched and got it wrong at Watford Football Club (tonnes of learnings here).
• Secured Ian Wright as a key investor, collaborated with wagamama,
• Won HUGE BRANDED listings at Arsenal Football Club, Fulham & Football Clubs
• Launched into Ocado

Deeply believe Willy’s Pies are the NEXT BIG challenger brand.

ON THE MENU:

1. How To Speed Up Supply Chain Jenga: Constantly Be Asking “What’s holding you up?”
2. Why Willy’s East London Early Adopters Were A Super Power Until They’re Not - constantly think House Hold Brand from the Jump
3. How to NOT Do A Deal With a Football Club: Painful Lessons from a deal with Watford that went Horribly Wrong (so much in this)
4. Willy Pies Sticker Principle + Danny Meyer Move The Salt Principle - “How you do ONE thing is how you do EVERYTHING”
5. The Delicate Dance of Working Back Margins + Working Forward Margins to Make the Pie Price Right.
6. How Willy’s Got Branded on The Menu at Arsenal Football Club: Show. Don’t Tell.
7. The Pride Principle: Why don’t let it fail” is a stronger motivation vs let’s make it work

Loved this one!!

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