This week, we're diving into crucial strategies for CPG and retail. We'll explore why a one-size-fits-all messaging approach fails across different retailers, highlighting the need for tailored content. We'll then look at the unique window of opportunity for challenger brands to innovate while giants are preoccupied. Finally, we'll shift our focus to the digital shelf, revealing why online grocery is your brand's biggest untapped growth lever.

Happy reading!

#1 Same Brand, Different Shopper - Why One-Size Messaging Doesn't Work Across Retailers

One of the most common mistakes I see brands make?
They invest in personas, but forget about places.

You might know your consumer is a 30-something, health-conscious parent who values convenience. But how that person behaves in Tesco vs ASDA vs Uber Eats vs Sainsbury’s? Completely different.

A Tesco Shopper Is Not an ASDA Shopper

Tesco shoppers tend to be:

• More loyalty-driven (Clubcard pricing is a game changer)

• Organised with planned missions

• Family-focused, looking for bundled value

ASDA shoppers often skew:

• Value-driven and more deal-sensitive

• More spontaneous with weekly or top-up shops

• Responsive to price drops and visible offers

Serve both shoppers the same message, and you’re bound to miss half the audience.

Uber Eats ≠ Sainsbury’s

Same applies in digital.

A Sainsbury’s online shopper is browsing a full basket, often a weekly shop with routine-driven intent.

A Uber Eats shopper? They’re hungry now. They’re shopping based on:

• Speed

• Cravings

• Proximity

• Time of day

Trying to target both with a generic “great taste, great price” message just won’t cut it. One wants a basket deal. The other wants lunch.

It’s Not Just About Personas - It’s About Moments

What brands miss is that shopper missions aren’t static.
They change by context, time, and platform.

You need to think in mission moments, not broad demographic clusters.

Here’s how that breaks down:

“Big Shop” Mission (e.g. Tesco)

• Planned, routine-driven

• Great for bulk bundles, meal plans, family value propositions

“Top-Up” Mission (e.g. Sainsbury’s Local)

• Impulsive, quick decisions

• Requires speed of communication and clear price/benefit messaging

“Now” Mission (e.g. Uber Eats)

• Immediate need, high intent

• Must be built around cravings, time of day, and fast delivery expectations

Build Modular Messaging By Retailer & Mission

Instead of one core creative, think:

• How do I flex this idea for a Clubcard-driven Tesco loyalty shopper?

• How do I make this resonate with an ASDA shopper looking for weekend deals?

• What message lands for a time-strapped Uber Eats user deciding in 30 seconds?

This is what real shopper insight meets media strategy looks like.
And the most successful CPG brands are already doing it.

Final Thought

Most brands think personas are the answer.
But without layering in context - where, when, and how the shopper is buying—you’re playing with half the data.

To drive meaningful conversion, you need to go beyond who the shopper is and understand what mission they’re on, and where they’re on it.

Because a Tesco mission isn’t an ASDA mission.
And a Sainsbury’s scroll isn’t a Uber Eats swipe.

Brand messages must flex accordingly - or risk getting ignored.

#2 Why Now Is the Moment for Challenger Brands to Shine?

There’s a window open right now - but it won’t stay open for long.

While the big CPG and FMCG players are buried in internal restructures, margin pressures, and PowerPoint decks about "operational efficiency", challenger brands have a chance to do what they do best: move fast, solve problems, and win trust.

The Giants Are Focused Inward

Right now, the big players are:

• Slashing costs

• Centralising functions

• Doubling down on legacy brands

• Trying to make old playbooks work in new market conditions

They’re looking at spreadsheets.
Startups? They’re looking at the consumer.

And that’s the gap.

Challenger Brands Can Move at Consumer Speed

We’re in a post-pandemic world where:

• Health matters more

• Ingredient scrutiny is higher

• Shoppers want better, not just cheaper

• Retailers want freshness and differentiation on shelves

This is the moment for challenger brands to:

• Own the emerging category whitespace

• Speak directly to pain points with clarity

• Use DTC to test, learn and scale

• Partner smartly with retailers hungry for disruption

Health & Functionality Are No Longer Niche

Consumer health awareness has matured beyond "low sugar" or "high protein."
They now expect:

• Functional benefits

• Transparent sourcing

• Category crossover (think hydration meets mood support)

Challenger brands are in the perfect spot to deliver this—because they’re not encumbered by legacy portfolios or board signoffs.

They can act on instinct.
Big brands have to get alignment.

Get In Now, Before the Giants Wake Up

Because here’s the reality:
The big players will get their act together eventually.
They’ll buy what they can’t build.
They’ll optimise what you pioneered.
And they’ll bring scale once the demand is proven.

But by then, you could already own:

• The community

• The retail traction

• The category credibility

• The data insights that matter

This is your head start.
Make it count.

Startups and challenger brands don’t win because they outspend the giants.
They win because they outlearn them - and do it faster.

Right now, while the incumbents are looking inward, the smart startups are looking out.
Out to the consumer.
Out to the retailer.
Out to the future.

If you’ve been waiting for a sign to go harder, launch bigger, test wider -
This is it.

#3 Grocery Retail Is Heating Up - But the Untapped Goldmine Is Online

The grocery sector is buzzing again.
With price wars, loyalty schemes, and ever-evolving shopper behaviours, the battle for carts (both physical and digital) is well underway.

But while brands are fighting over end caps and shelf space in-store, many are completely missing the real opportunity - The digital shelf.

Why Online Grocery Is Your Brand’s Biggest Growth Lever

Online grocery sales aren’t just “back” they’re embedded.
Whether it’s Tesco.com, Ocado, Amazon Fresh or Sainsbury’s Online, shoppers are building baskets digitally more than ever.

But most brands are still treating their online presence like an afterthought.

Here’s the reality:

• Your digital shelf is your first impression

• Your product page is your pitch

• Your content is your closer

And unlike in-store, where you’re limited by facings and fixtures, online is your brand’s chance to own the space.

Think of Digital Shelf as Prime Brand Real Estate

When a shopper searches “pasta sauce” on Tesco.com, what do they see?

Are you:

• The one with rich imagery, clear benefits and shopper reviews?

• Or the one with a cropped image and outdated pack copy?

This isn’t just ecommerce housekeeping.
It’s performance marketing in disguise.

• Better titles = higher search ranking

• Better copy = more add-to-basket clicks

• Better assets = higher conversion

• Seasonal relevance = increased basket size

This Is Where Challenger Brands Can Really Win

In-store, you may not get eye-level space or promotional support.
But online? You can outshine the category leaders.

All it takes is:

• Consistent optimisation (hint: use tools like ShelfBoost)

• Seasonal updates (think barbecue range in summer, warmers in winter)

• Smart keyword strategy to align with how people actually shop

• Storytelling that shows why your product belongs in that basket

Remember: the digital shelf isn’t static.
It’s searchable, shoppable, and strategic.

If You’re Already Listed Online - You’ve Paid the Entry Fee. Now Make It Work.

You’ve fought to get your brand on Tesco or Sainsbury’s online.
Don’t stop there.

Ask yourself:

• Is your content updated for current shopper missions?

• Have you aligned your messaging with retail promotions?

• Are you converting mobile-first shoppers, not just desktop browsers?

Visibility is just step one.
Conversion is where the margin lives.

Final Word

In today’s grocery war, in-store is noisy and crowded.
Online? That’s where smart brands are building real equity.

The digital shelf is your most flexible, measurable and scalable brand asset.
Yet so many are underusing it.

Already listed?
Then you’ve got the golden ticket.

Now’s the time to optimise, seasonalise, and turn your listings into growth engines.
Because online isn’t just the future of grocery.
It’s the best stage you’ve got to shine right now.

Free Tools to Help your Brand

Digital Shelf - ShelfBoost: Optimise Your Product Listings with Ease

ShelfBoost is your ultimate tool for creating or optimising Product Detail Pages (PDPs) on Amazon, Shopify. Tesco, Wallmart, Target, Sainsbury’s. Whether you're launching a new product or revamping an existing listing, ShelfBoost helps you craft high-performing, search-optimised content that drives sales and boosts engagement.

Benefits of ShelfBoost:

• Increase Sales: Optimised PDPs mean better visibility, improved conversion rates, and higher revenues.

• Save Time: Say goodbye to hours spent tweaking titles, descriptions, and bullet points—ShelfBoost does the heavy lifting.

• Search-Friendly: Integrates SEO best practices to help your product rank higher on Amazon and other digital shelves.

• Customised Content: Tailors content to your product’s tone, audience, and seasonal needs.

Perfect for eCommerce sellers who want to stand out in crowded marketplaces and turn casual browsers into loyal customers.

Audience Builder - PersonaForge: Build Your Ideal Customer Profile Instantly

PersonaForge is your AI-powered tool for crafting detailed customer personas tailored to your brand, industry, and market. By simply inputting a few key details, PersonaForge delivers rich insights that can shape your marketing strategies, product development, and overall brand direction.

Benefits of PersonaForge:

• Understand Your Audience: Get a clear picture of who your ideal customer is, what they care about, and how they behave.

• Actionable Insights: Use detailed personas to align your campaigns, messaging, and product features to real customer needs.

• Cross-Industry Use: Works for brands across all sectors, from startups to established businesses.

• Save Resources: No need for expensive focus groups or time-consuming market research—PersonaForge delivers insights instantly.

With PersonaForge, you can transform vague assumptions into sharp, strategic actions that drive results.