We were impressed by entries for our inaugural award from new food & drink innovations, and the judges will be shortlisting entries in the coming weeks ahead of the winner being announced in December.
We’ll then help the winner supercharge their idea with a great consumer-validated brand proposition, identity and launch support to propel their commercial plans in 2019.
It’s an industry we love and one that we are grateful for, because it has helped grow the agency through our wide range of fantastic food & drink clients. We want to support the ambition of Scotland Food & Drink (of which we’re members) to grow the industry value to £30bn by 2030.
It’s estimated that 85% of new product launches fail. Entrepreneurs and start-ups often focus strongly on perfecting the product offering and not enough on understanding and defining the benefit the product can deliver or the best way to package and communicate the idea to target consumers.
Being market ready with validated positioning and consumer appeal is the key to commercial success. At Guy & Co, our blend of creative and research firepower de-risks failure by involving the end consumer much earlier in the brand development process. We identify their drivers and behaviours, and convert that insight into brands which are meaningful to the target audience and distinct in the marketplace, ultimately triggering engagement and purchase.
We’re collaborating with two of our trusted agency partners to offer a comprehensive go-to-market prize package worth more than £65,000.
The Guy & Co-creation® Award is aimed at Scottish food & drink manufacturers who are looking to take their product or brand to the next level of commercialisation.
All entrants should not only be able to demonstrate a winning product idea but also have a clear route to market and production capability.
Ticking all the boxes above? We’d love you to enter.
If you have any questions about the entry criteria or process, please email firstname.lastname@example.org
We’re creative people here at Guy & Co, so we want you to be as creative as you like with your entry.
Give it your own flavour, using either the written or spoken word:
Each eligible entry will be judged by a panel, which includes the independent judge Paul McLaughlin, former Chief Executive of Scotland Food & Drink. Paul brings more than 25 years’ industry experience, from global giants like Mars and Coca-Cola to great Scottish companies like Scotty Brand.
The panel will judge each entry based on commercial and creative potential, with a specific weighting to a number of key criteria:
5 shortlisted entries will then be subject to consumer testing and an interview with the judging panel to assess the commercial potential and highlight opportunities for brand development.
21st June 2018
31st October 2018
Once you meet the eligibility criteria you can enter here.