Jonas Bjarkow

What I’ve learned about handling last-minute media moments (without totally losing my cool) 😅 Behind every “we were on TV!” moment is a lot of quick thinking, teamwork and prep. When ITV News reached out at 10 AM on Monday, we were filming by 3 PM - so you need to be ready if you want to take advantage of these opportunities. I’ve pulled together a short playbook based on my learnings. Here’s what made the difference (and how you can prep for your next big moment) 👇 1️⃣ Have a Customer Success Queen (or King) 👑 Someone ready to jump on opportunities the moment they land. For us, that’s Tania Levenfiche - we couldn’t do it without her. 2️⃣ Make your office media-ready For us, that means green walls, logos everywhere and a kitchen-turned-studio that’s always camera-ready (with a few last-minute tweaks — thank you Cole Pearce, Romilly Bodington & Kornelia Kuczma!) 3️⃣ Have media-ready spokespeople I’m lucky to have Marisa Poster, Levi Levenfiche & Teddie Levenfiche - but prep is everything: 💚 Wear brand colours 💬 Align on key messages before the opportunity arises - do this now. 🎯 Know your spokesperson 4️⃣ Keep your press pack ready (and up to date) High-res photos, a short boilerplate, founder bios and a brand blurb - so you can send assets instantly and stay in control. 5️⃣ Always have products on hand For the camera operator, reporter and for guests to take hom,- it makes the moment memorable, and relationships are everything. 6️⃣ Be ready to capture & repurpose the moment Your content team should know when to roll 🎥 Cut clips, share BTS, tag the press — Kornelia Kuczma & Charlotte Dendy, you’re the best at this 👏 Last-minute PR moments are unpredictable - but when you’re ready, they’re the most rewarding (and adrenaline-filled 😅) parts of marketing 💪

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#tesco continuing to dominate market sales growth, and #lidl yet again growing at double the rate of #aldi, are the headlines from Worldpanel by Numerator (formerly Kantar) UK market data for 12 weeks ending 7th September 2025 released this morning. 12-week sales grew by 4.7%, slightly up from 4.5% in the last period. In the last 4 weeks grocery inflation was 4.9%, a touch down from 5.0% the previous 4 weeks. The Tesco juggernaut continues to roll over the performance of most of the other retailers. Their sales are up £716m YoY, accounting for 45% of total market growth. This 7.7% increase is their highest rate of increase since December 2023. Their formula does not change – a laser focus on #promotions (through Clubcard prices), #EDLP (using Aldi Price Match), and strong #availability in-store has not waivered – putting them in a great position ahead of the “golden quarter” of supermarket retailing. #sainsburys have been growing ahead of the market every period since July 2023. Their 5.4% growth is strong, but they will be aware that Tesco have moved further ahead of them in terms of market share - by 0.7% pts compared to this time last year. #asda continue to struggle with sales down 2.7% vs. 2024 and market share down 2.0% compared to just two years’ ago. They have recently completed the roll-out of their new IT system “Project Future” following a 4-year deployment period that has significantly affected availability – maybe damaging customer confidence to the point of no return. Only time will tell. Confidence (and energy) seems to be higher at #morrisons. Whilst sales and share remain a challenge they have this week announced price cuts of more than 650 products and are launching over 500 new products with a huge focus on fresh food. Looking forward to seeing these in their stores that are being re-merchandised to show off the new ranges. Lidl, at +11.0%, are the fastest growing physical retailer yet again. Their growth rate has been over double that of Aldi’s for the last 2 periods. This week Aldi’s 2024 full year performance was announced – sales up by just 1.1% at £18.1bn with operating profit down 21% to £435m. This was against a strong 2023, and 2025 sales are improved. However, their 4.7% sales growth indicates flat volume growth, as Aldi have launched around 40 new stores over the last year, an increase of c.4%. They have plans to launch 1500 stores in the UK - but at around 40 per year it will be 2035 before this target is reached. #ownlabel sales now account for 51.2% of the market, up from 50.9% this time last year. They are growing at a rate of 5.9% whilst #brands are up 5.3%. #premium own label has been in double-digit growth for the past 6 months. Morrisons this week have announced a new “ultra-premium tier” called “The Best Signature Collection”. Certainly the focus of many retailers is to use premium private label to #differentiate from their #competitors and the brands – painting a rosy future for own label growth.

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Behind the Bubbles: What This Shelf Really Tells Us Two giants. PepsiCo & The Coca-Cola Company. Same shelf. Same flavour territory. Lemon & Lime meets Lemon & Mint. It’s a fascinating reminder that in FMCG, innovation isn’t always about invention. It’s often about timing, positioning, and precision. Look closer: Product Innovation: Both brands are expanding into similar taste notes, signaling category maturity and the need to defend share through micro differentiation. Branding and Packaging: Sprite’s mint twist and turquoise pack create freshness cues, while 7UP doubles down on its legacy green for instant recognition. Shelf Placement: Sitting side by side, the battle isn’t just for consumers’ taste buds, it’s for attention per second in a crowded aisle. Pricing: Beyond taste and branding, pricing remains one of the sharpest competitive tools, shaping consumer perception and value hierarchy. And with the UAE’s sugar tax coming into effect in 2026, we’ll likely see more of this. New flavours, reformulations, and faster innovation cycles as brands race to balance taste, health, pricing, and brand equity. The question becomes who will reach the market first with the right blend of creativity, agility, and commercial sense. For us in recruitment, it’s a similar story. Two strong candidates, same skillset. Success comes down to positioning, timing, and differentiation. Which brand wins this round for you, consistency or reinvention? #FMCGInsights #BrandStrategy #MarketingInnovation #partnerwithpurpose

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