Drew Ridley

Background

About Drew Ridley

I’ve spent my career (four decades and not counting.) building relationships between brands and consumers – creating emotional connections - about nostalgia, craving, and experience – that go beyond the product itself. And I love it. The food industry has been my lifelong passion, and I’m always excited to come up with new ideas, explore new tactics, strategies, creative concepts, mechanics, platforms… to create innovative campaigns designed to deliver results. My passion for food marketing runs deep, fuelled by my father's infectious love for food and his expertise in FMCG branding. Working with him from the late '80s, I was exposed to the world of marketing, branding, and creative strategy for iconic brands like Kettle, Twisties, and Chicken Tonight. Key Career Experiences 1. Learning from the Best: Early in my career, I learned one of my most important lessons: always surround yourself with people who are better than you at something. This philosophy has guided me throughout my journey, helping me build an agency that has collaborated with some of the most skilled professionals in the world. Embrace Polarisation for Success: The story of the Kettle Chip Company's rise to success taught me the power of polarisation. Kettle's Chilli Chips were initially too hot for some, but through a simple yet clever pairing at a local pub, we turned sceptics into loyal fans. This experience reinforced the idea that creating a strong connection with a product can build lasting brand loyalty. Availability is King: Throughout my time working with Woolworths, I witnessed firsthand how product availability can make or break a brand. Whether it was developing private label products or creating new category brands, ensuring products were easy to find on shelves was critical to success. My Philosophy on Food Marketing 1. Crave and Appetite Appeal: Food marketing isn't just about selling a product—it's about creating a desire, a craving. I firmly believe that food marketing should make consumers want to eat the product, instantly invoking a sense of hunger and excitement. Quality Matters: Your product's quality should shine through in every aspect of your marketing. Never overpromise or underdeliver. The consumer experience needs to match the product's value, with no room for false advertising. Simplicity is Key: In a world full of choices, simplicity can be a game-changer. Making it easy for consumers to swap their habits is crucial. If we want them to choose our product, we need to ensure it’s the simplest, most obvious choice available.