Growth Stories
Building brand love with Rubies in the Rubble at Ocado HQ
In June, LIFT-fmcg supported Rubies in the Rubble with a sampling event at Ocado’s head office, reaching team members at the heart of one of the UK’s leading online retailers.
Held in Ocado’s on-site restaurant, The Fig, the event was all about introducing the Rubies brand to employees in a simple, personal, and memorable way, no pitches, no presentations, just great product and great conversation.
Armed with 500 full-size bottles of award-winning ketchup and mayo, we engaged directly with Ocado staff throughout the day, sharing the Rubies story and encouraging them to try the products at home. Every bottle handed out carried more than just flavour, it carried a message of purpose: fighting food waste by using surplus ingredients that would otherwise go to landfill.
Jenny Costa, Founder of Rubies in the Rubble
This type of activity plays a vital role in building brand awareness and advocacy. Once people taste Rubies (which has multiple Great Taste Awards under its belt), they not only become repeat purchasers, they talk about it. Word of mouth and product experience remain some of the most powerful tools for challenger brands.
The event also helped strengthen Rubies’ presence within Ocado itself. Being visible and supportive in the head office environment showed real commitment to the retail partnership. It also led to valuable face time with key decision-makers, including a great conversation with Ocado CEO Hannah Gibson.
Let’s build your growth story
LIFT-fmcg is a Food & Beverage Growth House, founded by Nick Turner a seasoned commercial leader with over 20 years of experience unlocking growth for food and drink brands across the UK and Europe. From early-stage startups to scaling SMEs and large global players, Nick has delivered results at every level, winning listings, expanding into new channels & new customers, and turning strategy into action.
Having held senior roles at brands like Rubies in the Rubble, Amy’s Kitchen, and Organix, Nick brings deep hands-on experience across grocery retail and foodservice. Whether it’s sharpening commercial strategy, leading key account growth, or scaling operations, LIFT-fmcg helps brands cut through the noise to fuel your growth.
