People Doing Things

Say hello to Thom Elliot. Back in 2012, he and his brother James founded Pizza Pilgrims - a remarkable journey that turned a simple tuk-tuk into a pizza empire spanning over 20 locations. Fueled by a passion for authentic Italian pizza and disillusioned with their previous careers in advertising and TV production, the brothers bought a Piaggio Ape and set off on a month-long pilgrimage across Italy. They immersed themselves in the art of pizza making, studying ingredients and flavours, and brought their newfound knowledge back to London. Starting with a single oven in their vehicle at Berwick Street Market in Soho, they captured the hearts of Londoners, epitomising the street food revolution. From a target of selling 350 pizzas a week in their early days to now selling 45,000+ week, Pizza Pilgrims has grown meteorically. With 20 pizzerias in London and additional outlets in Nottingham, Cambridge, Leeds, and Brighton, the brand has become synonymous with authentic Neapolitan pizza in the UK. Despite this rapid expansion, Thom and James have maintained a close-knit company culture, employing around 500 people who share their passion and vision. In this episode, we chat with Thom Elliot about turning a street food stall into a beloved chain, how the pizza landscape has changed over the last decade, the importance of staying true to your roots and what the future holds for Pizza Pilgrims.

Introducing Frazer Thompson, the visionary behind Chapel Down. Frazer's journey began in an unexpected way—he founded Chapel Down in 2002 after a playful wager with a friend led him down the path of winemaking. What started as a gamble transformed into a success story, with Chapel Down emerging as England’s leading winery and achieving a stock market valuation of £120 million. Frazer's early days were humble, starting as a paperboy in the outskirts of Newcastle before moving to London in the late seventies to study business at the University of Greenwich. His career in marketing quickly escalated, leading to a significant tenure at Whitbread starting in 1986, where he delved into marketing and strategy for their inns and ale sectors including Bodington’s The Cream of Manchester. In 1996, a new chapter began when he joined Heineken in Amsterdam, a move that reshaped his family's life and his career. He loved being in Holland and working for the Dutch brewer, but found himself becoming someone he didn't want to be - drowning in his own corporate speak. Despite the success, Frazer yearned for something more personal and authentic, eventually leading him to the world of English winemaking. In this episode, we delve into Frazer's remarkable journey from corporate executive to wine industry pioneer, how Chapel Down became a British icon, particularly thanks to the royal wedding, and his current ventures with Folc and Impossibrew. Cheers!  

Say hello to Nick and Toby. They founded ‘Ask Us For Ideas’ (or AUFI for short) back in 2010 connecting ambitious businesses with the top 1% of creative agencies globally, from startups and scaleups to household names. Born out of the last recession, they’ve experienced the growth of a totally different brand building landscape firsthand. From the rise of social media and DTC brands to the boom of VC backed tech businesses out to change the world - often playing match-maker from both sides of the creative touchline.  And while the landscape has undoubtedly shifted, what hasn’t changed is their belief in the power of creativity to drive businesses further. A belief shared by both agency partners and the brands they choose to work with. However, while they make great connectors working with businesses like WeTransfer, Brewdog and TaskRabbit, over the last few years they’ve also turned their hand to investing, getting involved with brands like Cabinet, Surreal, Days and Haus - taking the risks they actively encourage of their clients.  In this episode we seek to harness their unique position between brand and agency to look into the future of the market, playing clairvoyant to the year ahead while also seeking to understand the changing priorities of the brands you represent and the agencies you connect. Enjoy.  

Introducing Andy Shovel. He co-founded the plant-based meat alternative brand THIS!™ back in 2019 on a mission to force the world’s livestock into retirement. Only five years on, his vegan start-up is now valued at over £150mn and doing exactly what it set out to. Last year alone they saved 557k animals from the slaughterhouse targeting reforming meat lovers searching for familiar textures and flavours. From fry-up favourites like streaky bacon and sausages, bbq classics like burgers and mince through to Sunday specials like their THIS!™ isn’t roast chicken and stuffing. And that’s not all. In 2023 they were the fastest growing retail brand in the UK expanding into a wide range of on-the-go options including sandwiches, wraps and pasta salads stocked across majors like Tesco, Sainsbury’s and ASDA through to restaurants like Neat Burger, Bills & Greggs.    Their rise to fame has been anything but boring. Forget an earnest tone dressed in soft greens - they like to state things in black and white. Not just welcoming controversy but actively seeking it out. From pranking anti-veganist Piers Morgan with an ice sculpture to launch their frozen range through to a Veganuary helpline for reforming meat lovers and big OOH ads across London such as their recent ‘This! is kind of a pig deal’ to promote their pork sausages. And their newsjacker strategy seems to be working. Despite the meat free category losing some of its sheen and critics daming processed foods, This!™ has bucked the downward trend growing the category by 33% while market leaders such as Quorn and Richmond continue to decline.  In this episode we talk about the boom, bust and realignment of the meat-free space, their strategy for success in a volatile market and their plans for the future. Dig in.     

Welcome Sam and Imme. They’re the co-founders of Botivo, the small batch aperitif inspired drink on a mission to put the craft and depth of flavour from the alcohol world into the non-alcohol space. Based in Hertfordshire, they use a combination of natural ingredients starting with an apple cider vinegar and wildflower honey base with botanicals of wormwood, rosemary, gentian and thyme with an orange zest flourish. The result: a herbal flavour profile with bitter and citrus notes and a long finish.  Like their drink, their origin story is one of natural encounters. Sam, the artisan, had been running his previous business The Rum Runner, creating drinks and cocktails for high-end weddings and events - even the highest wedding in the land. After receiving umpteen requests for a non-alcoholic cocktail and being dissatisfied with what was on offer he decided to make his own. Turns out it was pretty good with guests asking him to bottle it and buy it. Jump to a few years later, and Imme, self proclaimed hedonist had fallen in love with the drink - using it for both non-alc and alcoholic cocktails. At another wedding, the pair met, serendipitously, and as they say the rest was history.  With their first raise behind them, they’ve been flooding the bars, restaurants and independents of London making their way into the likes of Wholefoods, St John, River Café and Hawksmoor - brandishing their signature yellow branding and stand out illustration style up on shelfs and bars. And for me it’s not just the branding that catches your eye but the taste and versatility of the drink that leaves a lasting memory. Having tried the majority of non-alcoholic options, it’s one of the few I’d actually keep in my cupboard all year round.  In this episode we talk about the revival of craft, why every artisan needs a hedonist and why blurring the lines is tomorrow’s tipple of choice. Enjoy.  

Say hi to Stu Macdonald - the founder of Manilife, the undisputed champion of peanut butter. It all started back in 2014 when Stu moved to Argentina seeking to escape a looming job in accountancy, swapping numbers and spreadsheets for peanuts and social enterprise. While working for a peanut butter estate in Buenos Aires, he fell in love with jars of the gold stuff and started selling them wherever he could. But what really makes his peanut butter, peanut butter like no other - especially when there are so many peanut butters on the market competing for our affection? Returning back from Argentina he sought to combine the fantastic relationships he had built with growers in Argentina &  quality ingredients with companionship back home, calling on close friends to help him bring his vision to life. After several failed attempts forcing him to flirt with that job in accountancy, the thing he feared most, an accidental over roasting of their beloved Argentinian peanuts created something magical in the kitchen - their signature deep roast. A PB gamechanger - using a method more akin to deep roasted coffee than to the majority on the market which often used discarded peanuts from snacking and whose butters are made in bulk not in batches.    It turned out to be perfect timing. Peanut Butter was about to experience a huge boom in the UK market loved by both foodies and gym bunnies alike who enjoyed the taste and the high protein. And with a little luck and encouragement from early customer turned investor Judith managed to raise their first crowdfund of £250k in record speeds. They have since raised a further £2m over three consecutive rounds of funding taking them to be one of the fastest growing spreads in the UK now stocked by the likes of Sainsbury’s, Waitrose, Ocado and many more.  In this episode we talk about fighting expectations, blazing his own trail, the evolving role of a founder as well as learn a few tips and tricks of the trade.   Enjoy.  

Introducing Jono Holt. Ten years ago he founded Otherway, the strategically-led studio where design and advertising work together to connect brands with a new generation of consumers. Forged from a background in advertising but with a desire to create omni-channel brands in a fast-changing digital world; Jono spotted the DTC trend early, looking to brands like Warby Parker in the states, going on to launch brands like Butternut Box, Psycle, Hylo, Cabinet, Moju, Lucky Saint and many more, including their own watch brand Farer.  And in many ways, ten years on, Otherway have come full circle. Not only launching a new studio in San Francisco but playing a hand in a surprising amount of ads that you'll see on the London Underground. With brands like Strongbow, Deliveroo, Inches, Graze, Moretti, and Hayman’s Gin all demanding a slice of Otherway’s creative aptitude for first-class communications.  For me this episode is a special one. The 100th episode. I spent four years at Otherway working closely with Jono and learning as much as I possibly could from him. An approach to brand strategy that is provocative, commercial, to-the-point and delivered with conviction without the fluff, time-wasting or jargon that you can find lurking in other agencies. He hasn’t taught me everything but he’s taught me a hell of a lot - and I’m lucky to count him among my mentors today.  In this retrospective episode we look back at the past ten years in business and to the future, garnering his point of view on the world of brands today while looking at the opportunities in the market tomorrow. If you’re interested in branding, advertising, agencies or the venture ecosystem then this one’s for you.  Enjoy.  

Say hey to Ellen Miles. She runs Dream Green, a social enterprise on a mission to make cities greener by giving people the information, inspiration, and tools to get guerrilla gardening. Based in East London, they’ve provided youth groups with nature-based skills, communities with grant funding and advice, and festival-goers with messy, radical fun. Through a range of online guides, real-life workshops, and tailored one-to-one support - her plan is to inspire us all to become green fingered activists.  This summer she’s spent her time touring festivals like Latitude, Boomtown and Wilderness, promoting her debut book “Get Guerrilla Gardening: A Handbook for Planting in Public Places”. It’s definitely struck a chord, gaining an avid following and making her way onto the BBC, The Guardian, Gardeners World and many more. She calls it ‘Botanarchy’ - beautiful anarchy challenging neo-liberal capitalist state using plants to brighten the concrete jungles we live in, preserving biodiversity while helping our cities become more resilient to global heating.  In this episode we talk about encouraging thousands of people to take ownership of their neighbourhoods, social media as a tool of next generation activism and the practical ways you can start planting in public spaces.  Enjoy.  

Say hello to Morgan and Rima. They founded Peachies - a nappy brand supporting families through the first 1,000 days. Engineered to be a super soft upgrade with unrivalled performance and no nasty chemicals. Their mission is to change the world, one poop at a time. When we think of nappies, we think of brands like Huggies and Pampers, big brands that have dominated the market for years, followed by a range of cheaper supermarket own brands by the likes of Tesco and Asda. It’s big business too with the market expected to rise by 20% over the next five years to £1.1bn - primarily through inflation and premiumisation.  That’s a lot of nappies with the UK disposing of around 3 billion disposable nappies each year, representing an estimated 2% to 3% of all household waste. By the time one baby is potty trained the baby could use 4,000 to 6,000 nappies. Enter Peachies, a female-led start-up pioneering a more environmentally friendly nappy brand that speaks directly to parents rather than their kids. Stylish, relatable, independent and more than the majority of what’s on the market today.  In this episode we talk about their journey so far, the upgrades they are making to nappies and how we’re entering a new dawn of millennial driven parenthood.  Enjoy.   

Introducing Xavier Baker on the show. He runs the Isle of Wight Distillery, home to their signature Mermaid Gin in original, pink and zest formats - as well as newly launched Spiced Rum and Salted Vodka to keep your taste buds refreshed.    If you thought their bottles were the only things filled with spirit you’d be wrong. Xavier is unstoppable. He’s not only a self-taught brewer and distiller but an avid environmentalist, adventurer and athlete. He’s rowing across the Atlantic to raise awareness for the  preservation of ocean habits and raise funds for marine-focused charities. The SeaHorse Trust, Surfers Against Sewage and the Hampshire Wildlife trust. Taking on the challenge with two friends of his.    It’s not only he himself bucking the booze founder stereotype but his brand is too. In the UK gin sales have been on the decline over the last few years while Mermaid Gin has been on the up. A staple of the South Coast of England, making its way into bars and bottle shops. As one of the first BCorp spirits brands they join the likes of Bruichladdich, SipSmith and Warner’s Distillery who care deeply about the environment, looking to create more sustainable ways for us to enjoy our favourite cocktails.    In this episode we get to know the spirit fuelling Xavier, discuss the kinship between distillers and nature and explore why the US gin market is exploding.    If you’re a gin lover, pour yourself a cocktail and take a sip.    Enjoy.  

Introducing Henry Hales. He founded SIRPLUS, the relaxed tailoring brand born from surplus fabrics with a vision to create clothes that are worn more, last longer and adapt to the seasons.  What started off as turning excess shirt fabric into upmarket boxer shorts back in 2010, has transformed into a British menswear staple offering a whole host of product lines, from shirts and knitwear, to outerwear, loungewear, and smart suiting that’s ideal for weddings and parties. Now with over six stores in the likes of Notting Hill, Chelsea, Marylebone, Piccadilly, Islington and Bank - they’ve come a long way from selling colourful underwear in Spitalfields market.  But with tailoring on the decline, and a plethora of menswear brands for dapper gents to choose from you’d be forgiven for thinking where the opportunity really lies. Is it in the price point? The location? The marketing? The mission or the brand? Maybe it comes down to knowing his audience really well. Building a brand for himself and others like him who like to dress well but don’t wear a suit to work everyday.  Perhaps it comes from a generous dose of naivety. Not hailing from the fashion world but the property world having studied real estate at university. Being less influenced by what you read in the papers and instead focusing on trusting your gut instinct. This combination of trusting his nose, a strong eye for spotting an opportunity and working with the planet in mind has led him to launch Tu Pak. A fulfilment business that cares about the planet and your brand - using his learnings and connections from one world to influence another.  In this episode we talk about dressing the dapper in deadstock, the power of naivety and how one business can inspire another.  Enjoy.  

Introducing Freddy Manduca. He founded Newfoundland, one of the UK’s leading providers of diagnostic tests and medical devices, on a mission to make self-testing accessible across a myriad of health concerns.  What started as a desperate race to provide the UK with enough Covid tests has pivoted into a business predicated on the idea of convenient and affordable self diagnosis for the people. This enables people to skip lengthy wait times with overcrowded and under-resourced NHS but also not pay the often extortionate amounts with private doctors - filling a valuable middle ground.  Through Newfoundland, people can now put their health in their own hands without having to pay the premium. It means you can test yourself for things like HIV, UTIs, menopause and prostate health through to things like thyroid, bowel health, kidney health as well as iron and vitamin deficiencies. Not only does this negate some potentially awkward conversations at the clinics but with rapid self-test technology you can find out in minutes not days - sparing you any angst.  With telehealth brands like Thriva, Hertility, Hims, Supply Life all on the rise, we are entering a new era of healthcare, where we can keep track of our health without relying primarily on a doctor. However, while many of these brands charge you £100 for the privilege, Newfoundland are democratising tests for a tenth of the price.  In this episode we talk about the crazy War Dogs adventure that led to them supplying 91 million Covid-19 lateral flow tests, the underworld behind covid events and where healthcare trends are taking us. Listen in.  

Introducing Laura Jardine Paterson. Founder of Concat, the first digital-led company by all refugee and female developers based in Lebanon. It’s one of the most ethnographically rich businesses I’ve come across in a long time. A sign of the times in a way that is positive, progressive and profound.  Take every single stereotype about web development; male-dominated, tech-focused, for profit, based in the West - then do the opposite. That’s what Concat is. Predominantly female, human-centric, working with refugees, based in the Middle East - on a mission to create top quality websites for international clients, whilst providing sustainable employment for talented, marginalised developers. And so far they’re doing a pretty good job. 15 empowered developers, 80% female team members & 70+ happy clients - with many more on the horizon. Zain.  Now, what I love about Concat is that it’s a smart innovative solution to a real world problem. They’re not trying to sell us more things we don’t really need. They’re connecting hungry and ambitious people with opportunities that are beneficial for them and their partners. And what started out as a chance encounter in Lebanon, when Laura met two talented refugee developers - has morphed into an intrinsically good business with real purpose at its core.  In this episode we talk about the tangible problems they are solving, what it’s actually like on the ground in Lebanon at the moment and how she is planning to exponentially scale up the business.  Enjoy.

Say hello to Mark and Gyve. They founded Suri, the world’s sleekest electric toothbrush, equal parts stylish as it is sustainable. Founded in 2021, they decided to re-engineer the toothbrush from the head down, when they learned that over 4 billion toothbrushes are chucked away globally each year. That’s a lot of plastic, enough to stretch around the circumference of the globe, end to end, 17 times. Turns out it’s harder than they thought. So what’s their thesis on getting people to ditch other toothbrushes in favour of theirs. It’s a trifecta of design, performance and sustainability. Firstly, it must look the part - something you’d be proud to place in your bathroom. Secondly, it has to be as good as, if not better than your current electric toothbrush. Think speed, power and battery life. Thirdly, it must be as sustainable as possible. Both in terms of how it’s created, using plant based materials but also in how you repair it or dispose of the heads. Ultimately, every part of the experience must feel like an upgrade.  And for me it certainly doesn’t disappoint. It’s turned brushing your teeth from a chore into a moment of luxury, becoming a point of envy for my girlfriend who’s still stuck with her Oral B.  In this episode we talk about the journey so far, the vision for the future and the biggest surprises along the way.  

Say hi to Gabriel Bean. Him and his business partner Bryn Ferris, launched Grounded in 2020 and are the most natural plant-based protein drink out there. Listed in the likes of Whole Foods, Selfridges and Planet Organic - they are on a mission to make the cleanest protein shakes on the planet, using only real ingredients straight from the ground. Turns out it’s harder than you think.  Thing is, when you start a brand your ideals quickly have to face up to business realities. ‘I want my [insert underloved F&B brand] to be the most sustainable, delicious, ethical, affordable product in the world’. ‘Ah that’s going to cost WHAT!?! per unit. No one’s going to pay for that. I guess we’ll have to cut some corners or start again to get the price down’.  But Gabriel ain’t cut from the same cloth as the rest of us. His guiding mantra - ‘don’t compromise on anything’. Half mad scientist, half charming-down-to-earth-founder - he wears his obsessive tendencies with style. And it seems to be working. They are now the best selling protein shake in Wholefoods and Planet Organic (outselling Huel and many others) and the No.1 Dairy-free protein shake on Amazon.  Why is this? Well their m*lkshakes (with an asterisk instead of the i) hit all the right notes: high protein, vegan, no dairy - free from gluten, soya, nuts & GMOs. They also taste and look damn good with Chocolate and Mint Chocolate options online and on shelf. They join a playful army of function-first brands reinventing categories with higher protein and lower sugar alternatives with flair, authenticity and personality.  In this episode we tuck in to the challenges and realities of starting a F&B brand, what ‘no compromise’ really looks like and why blurring the lines of m*lkshakes with protein is perfect for a new generation who like their lines blurred.  Enjoy.

Introducing Tom Finn & Kristoffer Sølling. They’re the founders and directors of Regular Practice - one of my favourite up & coming branding agencies and one of It’s Nice That’s One’s To Watch. Based of Broadway Market in London’s Hackney. Despite working with big businesses like Fred Perry, Tom Dixon, Acne Studios and Tom’s - their specialism comes from variety - working across multiple categories and life stages. From fashion and art, to F&B, hospitality, tech and beauty - using the learnings from one category to push boundaries in the next. Rejecting convention in favour of innovation. They’ve also worked for and with a number of People Doing Things alumni including Mob Kitchen on Peckish, their app for real foodies and Juiced, their talent agency. As well as travel guide, Step and a soon to be released rebrand for social media agency Spin Brands with more in the pipeline. What I particularly value and respect is their ability to combine top-class design rigour with a youthful energy and expression. Hailing from the art world, not the agency world - Tom & Kristoffer have fought hard to earn a seat at the branding table; bringing a sense of hard work, humility and a generous dose of underdog spirit to all they do. Reflected in their eponymous namesake - Regular Practice. In this episode we reflect on how they’ve got to where they are today, the type of agency they are trying to build and how artificial intelligence and technology is changing how we create and interact with the brands of tomorrow. If you don’t know your dielines from your wireframes then this ones for you. Enjoy.

Welcome Jack Chaplin. He founded Padel Shift, a builder and operator of Padel tennis sites around the UK. They currently have 2 sites with several more on the way. Their remit: to get more people playing the game that’s taking the world by storm.  So what is Padel and why is it the fastest growing sport in Europe? Padel is a squash-tennis hybrid racket sport, which is almost always played as doubles on an enclosed court surrounded by glass and metallic mesh walls. The beauty lies in both its rules and its ergonomics.  Two padel courts with four people per court can fit into one full size tennis court. Meaning 8 people can play at one time instead of 2 or 4 people. With rising populations and an increasing demand on urban planning it not only makes commercial sense but spatial sense too. It’s also far more accessible and safer than tennis or squash.  The back and side walls make it a game of placement and precision over power and speed.  Underarm serves mean less double faults. Smaller courts make it faster and more dynamic. So whether you’re a beginner or a pro you can have a cracking game either way. Jack’s promise. ‘Give me 15 mins on court and I’ll turn you from a sceptic into a padel addict’.  In this episode we talk about Jack’s internal need to be all-in to give it his all, the race to establish themselves as a major competitor with new players popping up every other day and whether this sport is a passing fad or a permanent fixture.  Enjoy.   

Say hi to Nico Willson on the show today. He co-founded Futsol. A lifestyle destination for football lovers. They sell sophisticated football apparel for on and off the pitch.  Despite football being the most universal sports in the world. A sport where no matter where you are you can drop a ball and have a kickabout with someone - no matter your background, race, language or gender. But it’s a game that’s lost some of its charm - embroiled in over-commercialisation and at times, corruption. From dodgy world cup contracts to share price signings. A fight against racism to diva managers and gross invasions of privacy on the public stage. Distracting us from the soul of the sport.  Futsol are deliberately swimming against the cultural tide of the sport. Inviting us to fall back in love with this beautiful game through a range of nostalgic capsule collections often collaborating with photographers and graphic designers. But their ambitions are not limited to product alone. They want to become the ‘Rapha of Football’ with club houses and community pitches of their own in the not too distant future.  In this episode we talk about the journalistic origins of the brand, what football is missing and their vision for the future beyond product into experiences and community.  Enjoy. 

Welcoming Ally Fekaiki on the show today. He’s the founder of the world’s largest employee wellness platform - Juno. A global platform that gives employees flexible access to meaningful benefits all in one place.  Table football, subsidised cafes, monthly pizza. The reality is that workplace perks are anything but. On the whole they are top down initiatives, a percentage of revenue, a line marked ‘culture’ on the company P&L spreadsheet. Sweeping generalisations that neither employee or CFO particularly look forward to.  But it doesn’t have to be that way. Juno takes the stress away from companies increasingly becoming less centralised, putting it in the hands of the employees - enabling them to choose from a wide range of perks from foodie fridge fills to digital detoxes, nutritional advice to house plants. And with $8mn raised to date the working world is very much their oyster.  In this episode we talk about what company culture is headed, what companies need to do to stay ahead of shifting tides and Ally’s own mantras for getting the balance right.

Say hello to Louise Macnab. She’s the international attorney turned gut health campaigner - starting a movement with her brand Jerms - an all-in-one Gut Health support with Probiotics, Prebiotics, Digestive Enzymes & Organic Superfoods.  Working hard and under high pressure as a corporate lawyer in New York and Brussels, Louise started experiencing burnout and chronic stress induced gut issues like SIBO, leaky gut, chronic fatigue and anxiety.  In search of a solution, she uncovered the vital role gut health has on our overall health. Bacteria in our guts, as she soon discovered, has a huge impact on our bodies and daily wellbeing. And while the gut microbiome is one 2023’s hot topics, there’s a dearth of eye-catching brands out there making the space accessible yet desirable.  In this episode we talk about facing burnout, finding salvation in bacteria and how she’s using her brand to spread the word.