HUNGRY. What To Actually Put In Your Supermarket Presentation to Unlock Listings - Rebecca Oliver-Mooney and Kieran South
Jul 21, 2025
Rebecca Oliver-Mooney, a key figure at Co-op and advocate for women in the drinks industry through the 'Raising the Glass' initiative, shares insights on retail dynamics. She emphasizes that retailers crave compelling stories, not just data, to drive brand success. Discussing the balance between rapid growth and sustainability, she explains how understanding consumers is vital for crafting impactful narratives. With a focus on supporting challenger brands, Rebecca encourages fostering connections and reframing challenges as opportunities for growth in the food and beverage sector.
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Data Plus Stories Sell
- Data alone won't secure retail listings; stories sell by creating emotional connection.
- Challenger brands create categories by telling authentic, credible stories that fill market gaps.
Show Your Product's Difference
- Identify what makes your product unique and how it fills a gap in the category.
- Use existing direct-to-consumer data to tell your story rather than overinvesting in new data.
Know Your Shopper and Need
- Be very clear on the specific shopper need your brand fulfills and who exactly that target audience is.
- Understand what those shoppers currently do and how your product can disrupt or improve that behavior.
