Food for Thought – The Challenger Brand Mindset
Since the days of David vs. Goliath the underdog has won out over the big guys. As the leading food and drink agency, the underdog or as we call it ‘challenger brand mind-set’ is one we love. There is nothing better than shaking-up a market with a new entrant who can re-write the rules and take no prisoners. Don’t get me wrong, there is a place for the big household names and we are lucky enough to work with a number of food and drink big boys across foodservice, convenience, retail and consumer markets, but even when we’re working with the established names we bring a challenger brand mentality to bear.