As a young marketer, Phil joined the team looking to restore confidence in British beef post-BSE. He was afforded incredible opportunities to help shape key initiatives, including new quality standard marks, much-loved advertising via ‘The Recipe for Love’ TV campaign.

Sometimes superhero ingredients just need to be presented differently. Taking Yellow Pea flour grown from peas in East Anglia, Phil developed an exciting new savoury and gluten-free snack range.

Launched to bring a new and distinctive entrant to the highly competitive Stout category. Young’s London Stout outperformed Guinness in product preference testing and was presented in a high-impact manner.

With Chai emerging as a fast-growing segment in the highly competitive UK tea category, Phil took the Tea India brand and firmly established it as the No.1 Chai brand in the UK with a brand positioning and design overhaul and with the addition of genuinely incremental range extensions to the core Masala Chai product.

The Dorset Tea brand had previously seen static sales for a number of years. Phil was proud to lead this high-quality branded range, creating an unswerving focus on its ‘cup of sunshine’ proposition.