Purple Pilchard's founder talks about helping food entrepreneurs

Ian Hills thinks new food brands deserve better. The marketing consultancy he launched supports "underdog" brands with shoestring budgets that could revolutionise the food and drink industry.

We spoke to him about getting the opportunity to prove your value and the entrepreneurs that inspire him and shared his advice for start-up entrepreneurs.

Describe your business in a sentence.

Purple Pilchard is all about helping change the nation's food and drink landscape for the better by supporting "emerging" brands of tomorrow, step out from the shadows and outfox their dreary establishment peers.

How did you come up with an idea and turn that idea into an actual business?

Purple Pilchard was born back in 2004, as a result of my ongoing frustration how "underdog" brands on shoestring budgets were constantly being short-changed by lazy, quick and dirty agencies. These companies failed to recognise the potential of personality-packed challenger brands. I am of course talking about some 15 years ago. Today, there are so many fab marketing, PR and design agencies that accommodate fleet-finned underdog brands.

Start-ups were often treated with contempt; charged spurious fees, with all manner of extras, and assigned junior staff to your brand. Their justification was that they were doing small brands a "favour", yet in reality the complete opposite is the truth.

Working on so many corporate establishment brands is often like pulling teeth. No-one is prepared to rock the boat and everything happens by committee - as such the grand plan is often "more of the same".

Ambitious outsider brands give open-minded agencies the scope to stretch and express themselves - it's not always about the money!

What start-up challenges have you faced?

As with so many careers, it's all about getting those chances to prove your worth, especially with young brands who're rightly anxious about trusting you with their budgets. Having operated on the client-side as a marketer is a massive plus over most agencies, whose staff only know one side of the fence. Having worked within big blue chips and cashed strapped start-ups is something else that gives you a well-rounded perspective.

I think my eureka moment was running the marketing for Ben & Jerry's Ice Cream in the early years - you learn that great brands don't need vast sums to stand out from the crowd. The key is to have a mindset that's willing to stand out from the crowd and challenge - always going the extra yard in all that you do.

What has been your biggest business achievement so far?

Being around 15 years and loving what you do more than ever. Over the years, I've been able to work with some giants of the disruptor food and drink movement, from Shaken Udder and Gu Puds to Made For Drink.

My current crop of clients are the best I've ever had and it's a privilege to help so many hugely impressive and charismatic founders reshape the UK's food and drinks aisles.

What is your next big business goal?

Unearthing and assisting the next wave of amazing underdog brands.

What do you think will be your biggest challenge?

Food and drink is an insanely competitive world - you're only as good as your last piece of work.

How has Enterprise Nation helped your business?

Enterprise Nation helps give small business a voice. I wrote an article for Enterprise Nation and I can't tell you how many new clients quote that article when they first get in touch with me.

I also like reading Enterprise Nation articles from fellow underdogs because it's good to read that all small businesses go through the same sorts of highs and lows. When you work on your own the odd reassuring reality check is very handy!

Which other entrepreneur inspires you and why?

There are so many I could shine a light on, but I'll give you three.

• Made for Drink is a local brand I've worked with for the last three years. In that time, the founder Dan Featherstone had a few lows and so many highs and yet he remains so grounded. Every time I speak future clients and strangers his name comes up as someone who deserves all the success he enjoys - and he's enjoying a lot - because he leaves his ego at the front door. So many young founders get ahead of themselves with claims and boasts - it's a joy to work with such a humble founder.

• Hunter & Gather is a client I started working for in 2019. Amy and Jeff are once again very modest souls despite being two under 30 founders carving out a very distinct and defendable niche. They have so much energy and buzz that you just want them to succeed at every turn.

• Coldpress is an incredible juice brand that has been on an absolute roller coaster ride largely as a result of Big Soda (Coke and Pepsi) deciding early on that they were a real threat. Andrew, Coldpress's founder, has faced so many highs and lows you wouldn't believe, yet his positivity and fight are quite astounding.

What are your three tips for business success?

• Never give up however bleak things get, but be prepared to constantly evolve because nothing stands still!

• Not having "official" experience isn't necessarily a disadvantage. I do a lot of PR for clients because it's a very cost-effective marketing tool. Now I have no PR certificate on the wall but I actually treat this as a badge of honour because being different helps me stand out from the crowd. Imagination and an ability to write and build relationships is the key, not a back catalogue of agency experience.

• Never ignore the power of words. So many brands focus on how they look and not how they sound and a great brand needs to do both well. Many brand owners decide to spend the big bucks on their identity and "have a crack" themselves at the tone of voice. Good copywriting is worth its weight in gold and shouldn't be short-changed.