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Entering the condiments market as a challenger to giants like Heinz and Unilever is no easy feat. But Hunter & Gather has pinpointed, and capitalised on, gaps where these incumbents are either lagging or uninterested. The brand says they have “create[d] a range of healthy kitchen staples, condiments and supplements all free from refined sugar, grains, and inflammatory seed/veg oils,” signalling a strong consumer-focused proposition in an era where health and transparency are paramount.
The Products Are Ready—But What About the Message?
Following a successful run of funding and continued growth, Hunter & Gather last week launched its first six-figure brand campaign with OOH ads designed by creative agency, Insiders playing a key role. The ads cleverly place the brand’s unique selling points front and centre. It’s a direct appeal to consumers increasingly wary of the heavily processed ingredients found in ‘Big Food’ products, a direct challenge to industry ‘big boys’ long accustomed to near-total shelf dominance.
In an effort to unify messaging across channels, the campaign is anchored by a new brand platform, Now We Rise, developed in partnership with Manifest Group. This platform establishes a cohesive narrative for future campaigns and signals Hunter & Gather’s evolution from a niche disruptor to a brand with ambitions for broader consumer influence.
“Seeing our billboard in the heart of London was not only a powerful moment but a testament to what a driven, dedicated team can achieve,” said Hunter & Gather. “At Hunter & Gather, we've grown quickly because we refuse to compromise on quality or our vision. This campaign is the product of teamwork, innovation, and a shared passion for challenging the status quo in the food industry.”
Reacting to their Instagram post on the new OOH, Mark Hancock, a NHS Health and Wellbeing Coach said, "Fabulous. This is the start of regaining true health in our supermarkets. Fake food must be highlighted as such."
Challenging Incumbents: Beyond Big Budgets
While Heinz and Unilever can outspend new entrants, their large-scale operations and heritage often make them appear impersonal and monolithic. In a sector where brand equity can be eroded by a perceived lack of authenticity, Hunter & Gather’s appeal lies in its purpose-led, founder-driven narrative. A transactional, supermarket-shelf experience of Heinz doesn’t forge a deep connection, but Hunter & Gather is banking on building precisely this—an emotive, brand-loyal relationship with consumers who want more than just another bottle of ketchup.
Thom Nowell, Marketing Director at Hunter & Gather, commented, "This is a key moment on our journey, but certainly just the start for Hunter & Gather as a brand building towards realising that ambition of having mainstream awareness. We're aware of the challenges in front of us, but we're excited by them and committed to taking even bolder steps as we move in to 2025 with fantastic momentum behind us."
Crafting the Challenger Story
For challenger brands, strong storytelling is critical to survival—and Hunter & Gather’s messaging has done well to articulate their ‘why.’ The brand has positioned itself as a champion of healthier, more transparent food choices. By consistently reinforcing this mission across social media, Hunter & Gather taps into consumers’ demand for transparency, inviting them to feel like part of a movement rather than mere customers. They know who they’re talking to and speak directly to them, using content that empowers consumers to make better, more informed choices.
Oh, and true to challenger brand form, they’ve also rolled out their own line of branded merchandise."
Why merch? For a challenger brand like Hunter & Gather, merchandise goes beyond logo-laden tees and hats; it reinforces brand identity and gives loyal consumers a way to feel actively part of the brand’s mission. Merchandise serves as a lifestyle extension of the brand, allowing consumers to become advocates, showing off their alignment with the brand’s values—whether that’s healthy, transparent ingredients or a commitment to challenging “Big Food.”
Ultimately, Hunter & Gather’s campaign illustrates that being a challenger in today’s food market isn’t solely about disruptive products; it’s about tapping into a narrative that resonates in a world increasingly sceptical of ‘Big Food.’
The brand’s success will hinge on its ability to maintain this delicate balance between innovation and authenticity, even as it scales. And while they may lack the budgets of Unilever or Heinz, they’re proving that, in the right hands, a well-crafted story and sharply targeted media spend can be as punchy as a Unsweetened Sriracha Hot Sauce.
By addressing consumer needs for healthier alternatives and building a strong community around their values, they are not just selling condiments; they are promoting a lifestyle that resonates with a growing segment of conscious consumers. As they continue to expand their reach and product offerings, Hunter & Gather is well-positioned to carve out a significant space in the condiments aisle.
Next on the agenda for the brand is securing that space in the supermarkets.
