Rivalling ‘that lot’ from over the hills is quite a challenge. Phil took Lancashire Tea, initiated a reformulation programme and drove regional pride, creative personality and a whole lot of growth. Football icons, Paul Scholes and Nicky Butt were proud to be associated with the brand as a principal partner for their new podcast.

Using tactical marketing spend efficiently, Phil ensured that Lancashire Tea was ‘spotted and adopted’ by a principal national retailer and by the end of 2024 had become the fastest-growing black tea in the UK.