GREAT BRITISH COOKING WOODS
CLIENT
Woodsmith
TYPE OF CLIENT
Food, retail
CATEGORY
Strategy, Brand, Website, Digital, Retail
BRIEF
The outdoor cooking market was saturated with cheap, chemical-laden fuels. The brief was to launch Woodsmith as a category-defining premium brand, shifting consumer perception of charcoal from a commodity fuel to a culinary "ingredient" sourced from British heritage orchards. We needed to build a brand capable of commanding a premium price point in both retail and direct-to-consumer markets.
WHAT I DID
I delivered the end-to-end launch strategy, positioning Woodsmith as "Great British Cooking Wood". We created a desirable, food-led visual identity and packaging system that stood out on the shelf against industrial competitors. I led the multi-channel rollout, building a high-conversion D2C website alongside a targeted trade strategy to penetrate premium retailers.
RESULT
Woodsmith was quickly recognised as the UK’s number one premium outdoor cooking brand. The launch secured listings in over 140 leading retailers, successfully turning a functional product into a lifestyle essential, driving significant revenue through both wholesale and direct-to-consumer channels.
