phish food

Since 2004, Pilchard has been a vocal advocate for ambitious underdogs who aren’t afraid to ruffle the feathers of their flat-footed, ‘establishment’ rivals.

With originality, discernment & resourcefulness prized like never before, consumers have never been more receptive to the aspirations of personality-packed, ‘outsider’ brands looking to raid or dismantle the current food & drinks landscape.

Of course, squaring up to an accomplished, well-drilled category champion rarely ends well, which is why ‘challengers’ need to bide their time, picking the right moment, the right audience with bold, compelling messages that truly resonate.


copywriting —

We help brands find their voice so that they can express themselves in a way that turns heads and whets appetites. Whether we’re talking websites, pack copy, press releases, literature or advertorial, ‘how you say it’ is just as important as ‘what you say.’

At all times it’s important you talk with enthusiasm, conviction and authority, in a tone that isn’t stiff, starchy or insincere. Underdog appeal is all about honesty, integrity and humility, so it’s essential that you express yourself in a way that’s not smug, complacent or convoluted.

Interestingly, most brands won’t flinch when spending a small fortune on their brand identity and yet decide to go all ‘DIY’ when
it comes to tone of voice. And yet, there must be a reason why so few of us are authors, playwrights or journalists?

marketing —

• Anything that gives your brand an edge!
• It isn’t ‘empty noise, ‘shameless swaggering ‘or fleeting ten seconds of fame, but laying
tangible, strategic building blocks for the future.
• Creating a level-playing field where brands of any age, size or gravitas can hang out and be
• Forging meaningful, friendships & collaborations with like-minded interest groups.
• Being consistent & coherent whilst acknowledging nothing’s set in stone.
• Being proud of everything you’ve achieved, whilst not resting on your laurels.
• Appreciating any small win & not wasting time wondering what might have been.
• Enjoying what you do!

pr —

Is neither a mystical art nor an elitist sport! It’s about understanding the wider environment, the latest ‘hot trends, ’the niggling limitations & insecurities of your rivals, and your brand’s full unbridled potential (your brand DNA).

PR is all about moving quickly, seamlessly and without fuss, so wherever possible retaining an edge.

An accomplished editor will always seek out engaging, ‘outsider’ brands, who refuse to tow the line or trot out all the usual bland, ‘magnolia’ flannel.

Great PR gets people thinking, questioning and smiling, whilst introducing audiences to real, unshackled founders who’re only too happy to talk from the heart.

We are at the early stages of our journey and to have found somebody like Ian who has been so generous with his time, expertise, effort and honest opinions has been invaluable. Thank you!
Daniel Featherstone: Made for Drink

Purple Pilchard has been a fantastic partner for Great British Biscotti Co helping us shape the persona and image for our new brand. We've had superb feedback from clients & consumers complimenting us on how brilliant and refreshing the work Ian did for us is.' We briefed Ian to take us away from the "grey suit" brigade and to give us a style/image that was fun and original. I cannot recommend Pilchard enough It's fun, edgy and most importantly Ian listens to what we want and delivers in spades!
Paul Rostand: Great British Biscotti Co

As a new voice in the premium pet sector we needed to make sure our first foray into the pet press was interesting & engaging. Ian took on board everything Cotswold RAW stands for and put together a compelling positioning and tone of voice. Ian has also helped us with our awards crowd funding and brand evolution strategies.
Chris Brierley: Cotswold RAW

Ian is really exceptional, full of enthusiasm & with boundless energy. He’s incredibly responsive & supportive and I feel so fortunate to have Pilchard on board at this stage of our journey. I am confident that with Ian as part of our team we can really make ourselves heard, which as a start-up on a tight budget is no mean feat! Thanks Ian
Susan Gafsen: Pep & Lekker

Ian has been instrumental in guiding our direction and retail strategy as we look to refresh our identity whilst staying true to our core family values. His work with our new branding has been very well received by potential and existing customers alike. Ian's a person you can believe in, which is not something I've been able to say about marketers before!
Peter Craig: Beckleberry’s

We were crazy busy when Ian took on our project and it was great to have someone who put his whole heart into it from day.1. It's also great dealing with a straight talker
Jodie Howie: Shaken Udder

I've worked with many great marketers in my career and Ian stands in the 1st rank
Bram Kleppner: ex- Ben & Jerry's International

Each time I receive an e-mail with new written text by Ian I feel excited as I know how good it will be and what it will do for our brands.
Matt: Oloves

We love the fact that Ian has his own opinions and is forthright with them. He's full of ideas and bucket loads of enthusiasm and has been a pleasure to work with
Judy Willis: Darling Spuds/ Salty Dog