7 Weird Reasons Willy’s Pies Are The NEXT BIG Challenger Brand: Failing at Watford Football Club, Launching at Arsenal & Fulham, Winning Investment from Ian Wright, Ocado Launch

Building a brand = Jump off the cliff and build the plane on the way down “there are no set rules to build a challenger brand” Will and Josh, from Willy’s Pies live and breath those adages Brash oblivion confidence - mixed with naive intelligence tempered with a big ol’ dose of cynical pragmatism good humour Willy’s Pies is the wonderful story of action = momentum. momentum = magic. magic = more momentum = more magic. Will, a chef at BRAT and St. John was furloughed, for long, he made taste-tantalising pies. Will pie-peddled on pie-purveying bike around East London during Lockdown. Josh, The Operator, joined Will in 2021, from double glaze windows to take Willy’s NEXT LEVEL 4 years later Launched and got it wrong at Watford Football Club (tonnes of learnings here). Secured Ian Wright as a key investor, collaborated with wagamama, Won HUGE BRANDED listings at Arsenal Football Club, Fulham & Football Clubs Launched into Ocado Deeply believe Willy’s Pies are the NEXT BIG challenger brand. ON THE MENU: How To Speed Up Supply Chain Jenga: Constantly Be Asking “What’s holding you up?” Why Willy’s East London Early Adopters Were A Super Power Until They’re Not - constantly think House Hold Brand from the Jump How to NOT Do A Deal With a Football Club: Painful Lessons from a deal with Watford that went Horribly Wrong (so much in this) Willy Pies Sticker Principle + Danny Meyer Move The Salt Principle - “How you do ONE thing is how you do EVERYTHING” The Delicate Dance of Working Back Margins + Working Forward Margins to Make the Pie Price Right. How Willy’s Got Branded on The Menu at Arsenal Football Club: Show. Don’t Tell. The Pride Principle: Why don’t let it fail” is a stronger motivation vs let’s make it work Loved this one!!