#58: From a London market to cracking the natural nut butter category with Pip & Nut

“You have to follow what feels right…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Founder of Pip & Nut, Pip Murray.

Pip & Nut is now a decade old, and has totally transformed the natural nut butter category, taking the title of the fastest growing nut butter brand in the UK.

Pip started the brand in her kitchen, after making nut butter to fuel her marathon training, and went on to trade at Maltby Street Market in Bermondsey. And with all good scale-up stories, Pip & Nut is now in seven thousand stores across the country!

They are also a proud certified B-corp and you’ll notice the logo across Waitrose, Sainsbury’s and Tesco’s to name just a few.

Tune in to hear Pip chat openly about the 10 year process of being a Founder, how to get sampling right and how sometimes you have to pull BACK on your branding.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get to it!

Chapters:

02:48 Navigating Brand Clarity and Identity

05:56 The Importance of Test and Learn in Branding

08:47 Challenges in Product Innovation and Market Fit

12:06 Expanding into New Product Categories

14:50 Marketing Strategies for Competitive Categories

18:09 Sampling and Consumer Engagement Strategies

20:56 The Shift from Grocery to Impulse Marketing

27:02 The Role of PR in Modern Marketing

30:07 Social Media Strategy and Content Creation

32:55 Keeping the Team Close to the Customer

39:09 Understanding Family Dynamics in Marketing

43:31 The Nuances of Consumer Decision-Making

49:07 Building a Cohesive Marketing Team

51:57 Navigating Brand Evolution and Consumer Needs

54:42 Decision-Making Frameworks in Marketing

01:01:09 Establishing Brand Clarity and Guidelines
Connect with Pip: https://www.linkedin.com/in/pippamurray/ Explore Pip & Nut: https://www.pipandnut.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/