Will

We're going to have to show a snippet of some classic ads, I think.

I'm not going to try.

Something I'm curious about, and I'm going to take you 18 years back into the past now.

So you talked about this kind of great culture that exists at Taylor's.

I suppose 18 years ago when you joined the organisation, I don't know what, you can maybe talk through what level you joined it at.

I'm fascinated, and I'm sure our listeners will be fascinated in how, you know, whether it was considered, particularly Yorkshire Tea, a challenger brand then, whether you consciously...

lent into becoming a challenger brand and how you did that because there'll be people listening to this with aspirations of being a challenger brand and they'll be looking at you as a kind of best practice playbook in terms of how to do that.

So talk us through what things were like 18 years ago and how you got to that point.

And it sounds like the foundations are already there as a business.

You know, maybe they didn't, like you say, they didn't necessarily view themselves as a challenger brand, but actually the fact they hired you in that position, they're open to ideas.

All of it was there already, wasn't it?

rooms or meetings when people have been passionately arguing that they will only drink Yorkshire tea.

And it's so emotive, isn't it?

So, you know, has it always been like that?

Or did you start to kind of when social media started emerging, did you start to see those conversations and those narratives?

you know reasonably say I'm way too busy to spend time like pouring through social media to find that stuff out and I just think oh that's a shame because that is where the gold is that's where the nuggets are yeah exactly well we've done I mean you know we've done numerous podcasts on kind of customer understanding and things and everybody talks about

That's the second David Cameron story we've had on the podcast.

But that's interesting.

I mean,

Do you, you know, when Cameron visits you guys, Rishi shares a post, do you lean into that?