Pilgrim’s Food Masters on ‘slowing down to speed up’ the growth of its brands
The Richmond and Fridge Raiders owner is looking to innovation, as well as repositioning work, to drive growth for its food brands.
Brands are often in a rush to jump on the latest trends and show they are moving with the times. But sometimes, slowing down and taking a step back to breathe and assess is actually what’s needed.
That’s certainly the view of Chris Doe, UK marketing and innovation director at Pilgrim’s Food Masters, which owns brands Richmond and Fridge Raiders.
“Sometimes you have to slow down to speed up,” he tells Marketing Week. Even though taking time to think and decide what to do next can be “unpopular” in some businesses given the constant pressure to deliver results, he is adamant that “spending that time upfront, is not wasted time” and that it actually enables a business to be more “agile and nimble” once the initial work is done.