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 and a programme of marketing activity that helped recover British beef sales to record levels.

The mark of a great case study is the presence of an IPA effectiveness paper demonstrating how the actions of the team helped secure an incredible sales rebound following this tricky period.