On Brand with ALF & Rory Sutherland

Simon Peel has worked for, among others, MediaCom, Mindshare, 20th Century Fox and Adidas. Now he's Vice President of Global Marketing for the healthcare brand Haleon born out of GSK, Novartis and Pfizer.

In our Top Two Challenges, Simon describes the challenges facing both Haleon and the sector as a whole as being similar; through advertising, the need to create an emotional connection between the consumer and the brand in order to differentiate from retailers' own brand. As Rory says, price is key and sometimes you don't wake up with a 50p headache it's a £2.80 headache! The guys discuss marketing procurement and testing. Has the spreadsheet taken over?

Also under consideration, placebos, the dumb principal (sic), Sir Patrick Valance gets a shout as does RADIO with Rory saying he never heard a radio campaign that didn't work and yet it's often the bit that gets cut from the budget.

If you want to do business with the UK’s leading brands Request an ALF Insight demo.

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In 2018, Finn Lagun went on Dragon's Den but failed to convince Peter Jones & Co to invest in his home delivery pasta business. Now the business has a multi-million pound turnover and is majority owned by the pasta giant Barilla. Rory quizzes Finn about moving from 'pasta through your letter box' to a business which has now expanded into retails outlets and offers fully prepared takeaway delivery.

Plus in our 'Top Two Challenges' feature, Finn shares his thoughts on the biggest challenges facing Pasta Evangelists and also the direct-to-consumer food industry in general.

If you want to do business with the UK’s leading brands, request an ALF Insight demo.

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Nicola Hamilton, Senior Director of Branding & Communications at GoCardless, outlines how businesses can get paid more easily and conveniently by using their service. She outlines that the challenge for GoCardless is the inertia of companies not realising how much money and time they can save by moving away from outdated, manual methods to automated, online payments. As someone who's worked in the industry for over 15 years Nicola counsels that fintech companies now need to focus on profitability more than growth.

If you want to do business with the UK’s leading brands, request an ALF Insight demo.

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Rory chats to Emilie Vanpoperinghe, CEO and Co-Founder of Oddbox, the subscription box company that saves imperfect and surplus fruit and vegetables from going to waste. Emilie explains how the idea for the business came about, why pricing 'wonky' vegetables can be challenging and the company's plans for the future.

In the Top Two Challenges, Emilie shares her thoughts on what is the biggest challenge for Oddbox and the most pressing challenge for the grocery industry as a whole.

Code ALF will give new Oddbox customers 50% off their first box. Offer excludes the fruit booster box. Valid until 31st August, 2023.

If you want to do business with the UK’s leading brands, request an ALF Insight demo.

Hosted on Acast. See acast.com/privacy for more information.