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2024 Startups 100 | Advertising and marketing Award

2024 Startups 100 | Advertising and marketing Award 

Whether or not it is on our social media feeds, or on the excessive avenue, the large variety of advertising campaigns that customers are continuously being uncovered to could be overwhelming. 

It may be much more anxiety-inducing for brand new companies looking for inventive methods to face out from the group and attain their target market. People who handle to do it effectively set up sturdy buyer relationships which might be conducive to development. Others danger falling behind.

This 12 months, we’re launching the very first Startups 100 Advertising and marketing award, to have fun the startups that reveal essentially the most inventive and efficient technique for constructing early-stage model consciousness

Clever advertising could be the important thing to development hacking and establishing a enterprise as a good challenger model. All the massive enterprises as soon as had profitable advertising campaigns that gave them a quick go to the main league – and our shortlist of companies reveal comparable potential. 

Our visitor decide is aware of excellent advertising when he sees it. Finn Lagun is co-founder and CMO of the artisanal pasta model Pasta Evangelists, a seasoned common within the Startups-100. By compelling storytelling that transports its clients to Italy, the model has grown to turn into a family identify amongst UK customers in simply eight years.

Learn on to search out out who he picked as his winner, and what he needed to say concerning the intelligent advertising approaches of our 5 nominees.

Introducing Startups 100 visitor decide, Finn Lagun!

As co-founder of the artisanal pasta model, Finn is keen about crafting compelling storytelling by way of advertising and transporting clients to Italy one chunk at a time. Pasta Evangelists has made the Startups 100 Index thrice, making Finn the perfect entrepreneur to evaluate our new Advertising and marketing Award.

Fussy is a sustainable deodorant that’s on a mission to ban single-use plastic from the toilet in order that each the planet and armpits don’t stink. It has claimed the advertising crown due to its purpose-driven advertising, in addition to out-of-the-box campaigns. After a profitable look on Dragons’ Den, Fussy collaborated with Deborah Meaden to compose a Christmas track, utilizing armpit fart noises as devices (we did say it was out-of-the field). 

Fussy claimed the highest spot due to its daring method. Following loud criticism of the carbon affect of its important rival, Unilever, the model made headlines after it left an olive tree outdoors the Unilever HQ as an apology. The daring transfer established it as a challenger model and has landed the great-smelling merchandise within the aisles of Tesco, Wholefoods, and Ocado.

What did Finn Lagun must say?

“The sheer daring to tackle an organisation as massive and highly effective as Unilever – this might’ve gotten Fussy into deep waters, and that’s what development hacking is all about. It has not solely appeared on Dragon’s Den, however has additionally leveraged this thereafter in its advertising to nice impact. I prefer to name this ‘model piggybacking’ – when a smaller challenger model aligns itself with an even bigger associate to profit from its wider halo impact.”

SHORTLISTED – Daring Bean Co

Daring Bean Co, an F&B model that makes tasty premium-tasting bean jars, made the shortlist due to the effectiveness of its natural content material and model credentials. In an effort to alter the best way we view a staid class like beans, Daring Bean Co has centered on sharing what it coined ‘beanspo’, recipe video content material that shares tasty methods to cook dinner the product reasonably than investing in paid promoting

With over 70k followers throughout TikTok and Instagram, Daring Bean Co collaborates with cooks and content material creators to share recipes with its budding bean neighborhood. This helps to construct its model consciousness, whereas additionally giving clients added worth. Winner winner, bean dinner.

What did Finn Lagun must say?

“Daring Bean Co is an especially contemporary, vibrant and enjoyable tackle a beforehand downtrodden and underloved ingredient. It’s Gen Z pleasant and has sturdy social engagement – my compliments to Amelia and Ed for managing to make beans aspirational sufficient to register this manner.” 


Jubel is a challenger model disrupting the drinks trade with its refreshing beer product that uniquely combines fruit cider with the seasonality of a crisp lager. 

Earlier this 12 months, JUBEL launched its The place’s Wally marketing campaign to have fun being bought in over 500 Tescos – clients needed to try to discover the character Wally in shops to be in with an opportunity to win £5,000. The model additionally made headlines after pulling an anti-Brew Canine stunt, whereby it inspired rugby followers to chuck cans of BrewDog into a bathroom.

Impressively, versus a beer trade common of 83% male customers, 50% of JUBEL’s customers are feminine; a testomony to its efforts to place itself as a extra various and inclusive beer product in a male-centric market.

What did Finn Lagun must say?

“In a crowded market, it was considerate of the JUBEL staff to take a step again to determine an untapped market inside beer – feminine customers. Figuring out this hole out there was an necessary step in creating house for early-stage consciousness technology and lower by way of. It’s additionally nice and daring to present BrewDog a style of its personal medication: this might have backfired, given BrewDog’s propensity for confrontation!’


At first look, PerfectTed is simply one other power drink. However throughout competitor evaluation, founder Marisa says she felt there have been few choices that appealed to her as a lady. Purple Bull, Monster, and Rockstar, all appeared fairly hyper-masculine of their method. Sensing that creating one thing that might resonate with extra individuals and be extra accessible, PerfectTed’s intelligent narrative hinges on creating an inclusive caffeinated drink for these with nervousness and ADHD – with out the crashes and the jitters. 

Notable campaigns embody the Hardest Geezer Meal Deal Problem, in partnership with Russ Cook dinner. Eager to help his mission to be the primary man to run the complete size of Africa, the PerfectTed founders flew to Angola to fulfill Cook dinner and provides him the ‘excellent’ energetic meal deal full with a PerfectTed can. 

What did Finn Lagun must say?

Lagun praised how deploying creativity to create attention-grabbing, stand out branding may help generate intrigue across the model, albeit with restricted sources on the early stage. “It’s nice to use to Dragons’ Den and lift consciousness on this means,” he provides. “We did the identical at Pasta Evangelists!”


THIS founders

Establishing itself as a frontrunner within the plant-based meat market, THIS™ has made our shortlist due to its guerilla advertising efforts which have seen it turn into the most effective identified meat substitute in the marketplace. Fairly than specializing in sustainability and moral messaging, the corporate locations humour on the forefront, making certain it’s interesting to meat-eaters, not simply preaching to nicher vegan audiences. 

To attain this, THIS has carried out a collection of stunts, tricking over 7,000 individuals into pondering they’re consuming meat – from high-profile influencers to a complete Italian meals present. It additionally ‘sponsored’ the city of Quorn in Leicestershire as a dig towards their meat free rival Quorn, and launched a bacon-scented fragrance to horrify and intrigue customers in equal quantities. 

What did Finn Lagun must say?

“THIS has carried out a fantastic job of its general advertising,” Lagun notes. He commends the model for adopting a disruptive model tone in its messaging.

We’ve highlighted 5 companies which might be rejuvenating the advertising house by pondering creatively and doing one thing completely different to rivals. So what learnings can fellow startup house owners take away from this 12 months’s shortlist?

“A web based presence stays extraordinarily necessary, and maybe more and more necessary,” Lagun notes. “When it comes to neighborhood and social media advertising – as Gen Z’s buying energy grows, it’s necessary manufacturers are in a position to talk instantly with their audiences.”

Nonetheless, Lagun cautions that advertising groups should transfer away from the belief that they will merely conquer ecommerce to succeed. In his view, digital acquisition has peaked. Amid evolving client habits and excessive CPAs, strategic pondering is now required to seize client consideration.

“Greater than ever, manufacturers are having to leverage creativity and, in some instances, sheer chutzpah to develop their enterprise,” he highlights. 

In some methods, advertising goes again to its origins. Large budgets and audiences are now not sufficient – it’s all concerning the ingenuity and psychology of what makes clients do a double take.

“Manufacturers that take heed to clients will get the most effective responses from them,” Lagun concludes.

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