Merchant Gourmet: Category Disruption Beyond the Shelf
Woodrow partnered with Merchant Gourmet's Managing Director, Richard Peake, to elevate his profile as an authentic and authoritative voice in the food industry. The challenge was to amplify both Richard's and Merchant Gourmet's visibility, reinforcing the company's position as a challenger brand to watch. Crucially, Richard's consistent and authentic presence needed to contribute to broader business objectives, coinciding with significant milestones including Premier Foods' £48m acquisition of Merchant Gourmet.
Impact
Richard's LinkedIn engagement rose sharply: reactions up by over 40%, comments doubling and reposts up by a third. This growth amplified both his and Merchant Gourmet's visibility, reinforcing the company's position as a challenger brand to watch. External industry leaders responded with strong feedback, with one noting publicly that Richard comes across as an inspiring leader with vulnerability, enthusiasm and a willingness to learn from mistakes.
Approach
Centred around three core pillars - Growth, Scale and Category Success; Culture and Team; and The Power of Ingredients - our approach showcased leadership effectiveness, product excellence and Merchant Gourmet's role as a category disruptor in a better, fairer, healthier food system. Working alongside Richard, we used press and LinkedIn to enhance brand visibility, engage key stakeholders and support business objectives through targeted messaging and public engagement.
