Building a Global Brand Without Paid Media: The CMO behind Ottolenghi’s Growth Strategy - Ep 70
She’s built one of the most beloved food brands on the planet and she’s done it without spending big on ads. Shona Campbell, Chief Marketing Officer of Ottolenghi, shares how she’s turning global awareness into commercial success through partnerships, storytelling and an obsession with earned media.Welcome to the Marketing Hustle - a podcast about the real work behind building bold brands. We go behind the scenes with founders and marketing leaders to hear honest, unfiltered stories of what actually drives growth and cuts through the noise to build something that lasts.Today’s guest is Shona Campbell, Chief Growth and Marketing Officer at Ottolenghi - one of the world’s most iconic food brands. In this episode, Shona shares the fascinating reality of scaling a 23-year-old brand that’s known everywhere, but only truly sold in London. From the evolution of book marketing to launching grocery products and Substack, Shona reveals how Ottolenghi stays relevant, loved and profitable, all with almost no paid media. She also opens up about balancing luxury brand thinking with startup agility, how to protect creative values at scale and why sometimes, saying “no” is the most strategic growth move you can make.
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55:05
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55:05
Inside Proper Snacks: How their CMO Built a Creative Culture That Actually Works - Ep 69
What does it take to build a creative culture that lasts? CMO Sandie Dilger shares how Proper turned culture into a commercial advantage - from lunch-table rituals to balloon-filled pitch decks.Welcome to the Marketing Hustle - a podcast about the real work behind building bold brands. We go behind the scenes with founders and marketing leaders to hear honest, unfiltered stories of what actually drives growth and cuts through the noise to build something that lasts.In this episode, Sandie lifts the lid on Proper Snacks’ iconic creative culture. From theatrical trade pitches to free vegetarian lunches that bring everyone together, every detail is designed to spark creativity and connection.We explore what it really takes to scale culture without losing what makes it special and how creative leadership can be your biggest competitive advantage.
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59:51
Inside Oddbox: The CMO Who Helped a Purpose-Driven Brand Become a Growth Machine - Ep 68
Oddbox has rescued over 60 million kilos of wonky fruit and veg, but their real story is one of brand, mission and heart. Former CMO Gaston Tourn reveals how Oddbox scaled purpose without losing soul and why doing good doesn’t mean growing slow.Welcome to the Marketing Hustle - a podcast about the real work behind building bold brands. We go behind the scenes with founders and marketing leaders to hear honest, unfiltered stories of what actually drives growth and cuts through the noise to build something that lasts.In this episode, Gaston Tourn, former CMO of Oddbox, takes us inside one of the UK’s most beloved mission-led brands. From scrappy startup to national household name, Oddbox didn’t just sell boxes of veg - they sold a movement against food waste.Gaston opens up about the realities of growing a purpose-driven brand: how to scale a mission, stay authentic and make sustainability commercially powerful. He also shares lessons on leadership, creativity and what it really means to be a marketer who wants to make a difference.Expect insights on:How Oddbox built a brand that people root for (pun intended)Turning mission into measurable impactThe emotional side of leadership in fast-growth teamsWhat purpose-led marketing looks like in the age of AIIt’s inspiring, practical and surprisingly honest - a must-listen for anyone building a brand that wants to do good and do well.
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1:09:19
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1:09:19
How Butternut Box Went From Startup to Europe’s #2 Pet Food Brand - Ep 67
Butternut Box is on track to become Europe’s #2 pet food brand, but still feels like a “secret discovery brand.” Interim Brand & Creative Director Sarah Keegan reveals how she’s using her mat leave cover to reset the brand platform, overhaul design and prepare Butternut for its next decade.Welcome to the Marketing Hustle - a podcast about the real work behind building bold brands. We go behind the scenes with founders and marketing leaders to hear honest, unfiltered stories of what actually drives growth and cuts through the noise to build something that lasts.Today’s guest is Sarah Keegan, Interim Brand & Creative Director at Butternut Box - the DTC pet food brand that’s quietly become Europe’s leading fresh dog food provider and is on track to become the second largest pet food brand across the continent.Sarah stepped into her maternity cover role with a reputation for thriving in transition moments and she hasn’t wasted a second. Instead of just “holding the fort,” she’s set about putting the foundations in place for Butternut’s next 10 years: a new visual identity, a brand platform, a creative agency pitch and a sharper positioning that matches the business’s true scale.In this conversation, Sarah opens up about:Why Butternut’s perception as a “small challenger” no longer matches realityThe difference between fighting against something (kibble) and standing for something bigger (the love of dogs)How to break down silos between brand and performance with small, everyday ritualsWhy events, referrals and ambassadors are still central to Butternut’s growth storyThe commercial rigour and cultural rituals that make Butternut tickWe also dive into Sarah’s career across three very different challenger brands (OVO Energy, Vertical Aerospace, Butternut Box) and why the best marketing work happens when you’re brave enough to fight for the bold ideas.This episode is packed with lessons on scaling challenger brands into decade-defining category leaders.
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Rock Face CEO on Category-First Thinking, Modern Masculinity & Building a Men’s Brand That Lasts - Ep 66
What happens when a former L’Oréal fragrance manager takes on men’s grooming? Rock Face CEO James Wilkinson shares how he’s reshaping the category with a retail-first strategy, refillable innovation and a bold mission to redefine modern masculinity.Welcome to the Marketing Hustle - a podcast about the real work behind building bold brands. We go behind the scenes with founders and marketing leaders to hear honest, unfiltered stories of what actually drives growth and cuts through the noise to build something that lasts.Today’s guest is James Wilkinson, CEO of Rock Face – the men’s grooming brand that’s taking on global giants and redefining what it means to build a category-first business.James began his career at L’Oréal before moving into innovation consulting, where he honed a category-led mindset that now powers Rock Face’s retail strategy. Instead of chasing DTC trends, Rock Face has focused on winning in supermarkets with repeat rates, category insights and retailer-first storytelling as the levers of growth.In this episode, James shares how Rock Face is building a fragrance-led product system (not just formulas), launching refillable deodorants to push sustainability forward and navigating the challenge of balancing awareness with sales as a challenger brand.We also dive into:Why starting in retail (not DTC) gave Rock Face the fastest path to scaleHow to build a category-first playbook that retailers can’t ignoreThe repeat rate metric that’s more powerful than penetration for startupsRock Face’s mission to tackle modern masculinity and create better voices in the conversationThe innovation pipeline that could make refillables mainstream in men’s groomingMistakes James made along the way – from hiring to media timing – and what he’d do differently. This one’s a masterclass in category-first thinking, retail growth and building purpose into everyday products.
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