<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6a02fdbfed955257073df58a_hunter-and-gather-68ac86efd702d033001275.jpeg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Against the Grain: Hunter &amp; Gather</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>25 August 2025</span> <span class="pip"></span> <span>6 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Our Brand Partnerships Manager, Matthew Delooze had the pleasure of speaking to Thom Nowell, Marketing Director at Hunter &amp; Gather on their innovative marketing approach within the FMCG sector.</p> <h2 class="gn-reveal"><span class="num">01</span>Thom's Career Background and Introduction to Hunter &amp; Gather</h2> <blockquote class="gn-blockquote gn-reveal">With an unconventional start in marketing, my career began at AXA as a Junior Marketer. In my four year venture at the business, I moved around in various marketing roles, supporting the International, B2B, and Direct to Consumer teams.<cite>Thom Nowell · Marketing Director, Hunter &amp; Gather</cite></blockquote> <p class="gn-reveal">I then met a wonderful human being called Charlotte Dennis, who gave me the opportunity to work with her at Nike, covering someone's maternity leave initially, which turned into nine years of experience in various roles. Nike provided me with amazing exposure and experience across different teams, working on high-profile events, and working abroad in Sweden.</p> <p class="gn-reveal">I then moved to Science In Sport, which was a great experience to see another side of business driven by daily sales and key short term metrics. I wasn't looking to leave the sports industry before I met Amy and Jeff, but their plan to take Hunter &amp; Gather on this amazing journey over the coming years, making impactful changes to individual's health, was a mission I was brought into and I haven't looked back since.</p> <h2 class="gn-reveal"><span class="num">02</span>Thom's Role at Hunter &amp; Gather</h2> <p class="gn-reveal">As the company is on an amazing growth trajectory, priorities within the business are ever evolving with attention steered to various focus areas.</p> <p class="gn-reveal">However, in terms of day-to-day, my role ultimately involves finding new and better ways to connect the brand and product to market. As the consumer evolves over time, Hunter &amp; Gather has developed from more of a niche lifestyle-led brand to being relevant and ready for that mainstream opportunity where there is now a far greater awareness and interest in health.</p> <p class="gn-reveal">My team is responsible for all things across content, design, product creation, and brand communication, it's an awesome role!</p> <h2 class="gn-reveal"><span class="num">03</span>Being in the 'Challenger' FMCG Space, What Does Hunter &amp; Gather do Differently to Gain an Edge over Legacy Brands?</h2> <p class="gn-reveal">We have a unique cross-category approach via our food and supplements and ranges, which enables us to position ourselves at the centre of a healthy lifestyle.</p> <p class="gn-reveal">At Hunter &amp; Gather we are exceptionally true to our principles, this is grounded in the consumer and what we truly believe to be best for their health.</p> <p class="gn-reveal">We're not okay with misleading consumers through false advertising or fake claims on our products. Hence, over time the quality of our product and commitment to educate builds consumer loyalty, thus setting us apart from other brands.</p> <p class="gn-reveal">To cut through the noise of bigger brands within the space, we've demonstrated a bolder approach in our recent campaign, which is backed by research we have available on our site to ensure credibility.</p> <p class="gn-reveal">It's safe to say, this bold activation will not be the last we will make, but combining this with our product principles, hopefully sets us up in great stead to stand out from the crowd.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6a02fdc0ed955257073df5bf_6a02f801dbf1838395cf1297_67407648a751d2967523032c-67406378a271dc796cce7803-h-26g-202-6851c4c5688ce0678552.jpeg" alt="Hunter &amp; Gather campaign imagery"></div> <figcaption>Hunter &amp; Gather's bold campaign approach, backed by research available on their site.</figcaption> </figure> <h2 class="gn-reveal"><span class="num">04</span>How has Hunter &amp; Gather Adapted to New Market Trends and Evolving Consumer Behaviours Over the Last 12 to 18 Months?</h2> <p class="gn-reveal">The trend of health as a niche lifestyle has shifted significantly in becoming the lifestyle, so we've evolved our brand proposition and adapted our external articulation to meet audiences on their terms.</p> <p class="gn-reveal">It's not about only targeting someone who lives an optimally healthy life, it's about connecting with those who are making consciously healthier choices and finding that middle ground to become a trusted partner for them.</p> <p class="gn-reveal">We have adapted with a bolder content style, a broader brand positioning, and more of an emotive connection with consumers.</p> <p class="gn-reveal">That emotional brand entry point has been a unique feature, whilst bringing products to market that sit in the intersection between consumer demand and market opportunities but align with our ethos and right to play within those spaces.</p> <h2 class="gn-reveal"><span class="num">05</span>Are there any brands that you admire for their disruptive approach within their respective industries?</h2> <p class="gn-reveal">The first I remember was when Puma had an amazing piece of disruptive marketing at the Olympics, where Lindford Christie sported Puma contact lenses that beamed out to the world as an unofficial sponsor of the events. This viral piece of content, which happened almost 30 years ago, was one of the first of its kind.</p> <p class="gn-reveal">Other examples include Brewdog of course, which forged its path with a disruptive approach. They wanted to change an industry that was stale and led by a few big brands.</p> <p class="gn-reveal">From a product and marketing perspective, it is crucial to make a significant change in people's lives, and Brewdog's approach changed the way people go to bars with their friends.</p> <aside class="gn-quote gn-reveal"><q>Without a product to support it, disruptive marketing may be short-lived and pointless.</q><cite>Thom Nowell · Marketing Director, Hunter &amp; Gather</cite></aside> <h2 class="gn-reveal"><span class="num">06</span>What are the biggest challenges faced by marketers within the FMCG space? What role does creative play in tackling this?</h2> <p class="gn-reveal">Undoubtedly the broken systems that are set up to allow major food companies to put their profits before people's health. That is by far the biggest issue and challenge to overcome.</p> <p class="gn-reveal">Smaller brands within the FMCG space with genuine intentions will always find it difficult to cut through and win, when the systems are set up, funded, and controlled by big food, where health is certainly not the primary intention in any sort of product development or ad campaign. Creatively, that's where the fun begins!</p> <h2 class="gn-reveal"><span class="num">07</span>With the recent launch of the brand's 'Faked Up Food' campaign, what's the underlying focus of your marketing activities?</h2> <p class="gn-reveal">Primarily it was about establishing a platform in 'Now We Rise', which represents the external articulation of who we are and what we stand for.</p> <p class="gn-reveal">This was established as a platform that is going to live on for us, and a spin-off to this was our 'Faked Up Food' out-of-home campaign, which was essentially step one in activating that platform consistently.</p> <p class="gn-reveal">This played a huge role in our shift from a niche lifestyle-led approach to something bigger, but also simplified our approach to health for people whilst calling out a few issues that we've got with the industry.</p> <p class="gn-reveal">We understand that elusive mainstream brand awareness isn't built overnight but consistency is key going forward, and it's great to see Hunter &amp; Gather joining the party.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/6a02fdc0ed955257073df5c7_6a02f8020859dad1738ff9e1_674076e629baced04df11d2a-674076baaca0353cba473066-h-26g-6851c4c604c64905509424.png" alt="Hunter &amp; Gather 'Faked Up Food' out-of-home campaign"></div> <figcaption>Hunter &amp; Gather's 'Faked Up Food' out-of-home campaign, the first activation of the 'Now We Rise' platform.</figcaption> </figure> <h2 class="gn-reveal"><span class="num">08</span>Are there any key elements you look for when looking to engage with a potential creative agency partner?</h2> <p class="gn-reveal">There are several elements to it, firstly recommendation of agencies in the scale up world is key, there are other brands that have been on a similar journey to your business, so recommendations is a good place to start.</p> <p class="gn-reveal">Positive signals and an understanding of your brand as early as possible are also essential from a potential agency partner. You want someone to carry you into a new space and test your levels of comfort by pushing boundaries and taking a bolder creative approach.</p> <p class="gn-reveal">Finally, I feel the best agency success I've had in the past is when it develops into something greater than just a transactional relationship, but rather a long term, strategic creative partner.</p> <h2 class="gn-reveal"><span class="num">09</span>In terms of an overall pitch process when it comes to agency selection, what do you like and what would you change?</h2> <p class="gn-reveal">Honestly, I don't like the old school pitch process, but I understand it's something required when there is a hugely budgeted agency contract on the line.</p> <p class="gn-reveal">I think from my perspective, a lot of it can be done in more of an exploratory, conversational way as opposed to a formalised pitch process.</p> <p class="gn-reveal">I think a more conversational approach to pitching starts a relationship off on a good footing, as it's more respectful of the agency's time rather than spending hours on work for the pitch that doesn't result in a partnership.</p> <h2 class="gn-reveal"><span class="num">10</span>If you could change anything about the marketing industry as a whole, what would it be and why?</h2> <p class="gn-reveal">Back to my earlier point it would undoubtedly be the level of control and ability to mislead people that big food has. It's bigger than the marketing industry, it's the food system, and applies to other systems too.</p> <p class="gn-reveal">This is massively impacting people's health in a negative way, and it's time to change. We won't do it alone of course, but we're more than up for leading the fight.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <p class="gn-reveal"><em>Our thanks to Thom Nowell, Marketing Director at Hunter &amp; Gather for sitting down for the chat.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/against-the-grain-zen-internet" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Against The Grain: Zen Internet</span> <span class="gn-related__excerpt">Zen Internet&#39;s Paul Sinclair shares how a people-first philosophy, B Corp status, and Which? recognition help a smaller brand cut through in</span> </a> </li> <li class="gn-related__item"> <a href="/articles/against-the-grain-sustainability-at-scale" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Against the Grain – Sustainability at Scale</span> <span class="gn-related__excerpt">Cross-industry leaders share how to embed sustainability into agency operations, from ROI and strategy to framing initiatives and driving la</span> </a> </li> <li class="gn-related__item"> <a href="/articles/against-the-grain-multiplier" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Against the Grain: Multiplier</span> <span class="gn-related__excerpt">Emily Dunlop built positioning, PR, and comms from scratch after Series B. 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