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00:06previously I want you to design a men's skincare product project manager Bradley
00:13pushed for a brand with bite I want to base it on a snake bright green but
00:18Avi and Rochelle fought over the formula and their lotion made its mark
00:25while I've rubbed it on there my skin is green on the other team I was thinking the shape of
00:30the
00:30vessel could be a star Danny's reign was rocky why we actually gone for Navy I feel like just
00:35because I feel like Navy is quite a strong color and their star themed brand lacked sparkle I would
00:41have gone with just a simple pot but a win in the boardroom the total was 11,350 meant Bradley
00:48disgrace total disgrace and Abby the product was a disaster got creamed you're fired now six remain
00:57to fight for the chance to become Lord Sugar's business partner 4 a.m.
01:14good morning good morning Lord Sugar would like to meet you about to see dogs and cats home the cars
01:19will be outside in 20 minutes okay thank you we are going to back to see dogs and cats home
01:34if it doesn't involve dogs or cats I am very upset right then boys where do you reckon we're going
01:41I wonder if we'll get to see some puppies I'm just excited to get a little cuddle
01:56do you know what people probably spend more money on their dogs than they do themselves so if
02:00there's something to do with dogs that would be really good fun South London home to world famous
02:10animal rescue center Battersea dogs and cats home
02:27good morning good morning over its 150 year history the home has placed more than 3 million animals in
02:39homes throughout the country now dogs are the UK's most popular pets a third of households have one
02:47and with owners spending more than 2,000 pounds on their dogs every year it's a very lucrative sector
02:54so with that in mind for your next task I want you to create a new dog food you need
03:01to come up
03:02with a brand packaging and your own signature dish and tomorrow you'll be pitching your dog food to
03:09two major retailers so I'm going to even the teams up now so Victoria would you join affinity
03:18the team that secures the most orders will win and on the losing team one of you will be fired
03:26so everything clear yes off you go walk is two days to chew over the 1.6 billion pound dog
03:38food market
03:39this is exciting exciting first job I think we should make the big decision who wants to be project manager
03:45choose a leader of the pack I would love to put myself forward to project manager and I've got a
03:51dog and
03:52like my business is a food business as well so I'm used to doing advertising and packaging for a food
03:56based company I am really passionate about this one guys my vision is having it as a dog led brand
04:02so
04:02as if the character is a dog who's making the food so designed by dogs approved by owners I think
04:08that's
04:09amazing that we get ideas out there but I think we should just pick a project manager I'm just saying
04:12if you went for me as project manager I already have an idea we can start moving forward with I
04:16think Victoria would be a really good project manager because this is about preparation and
04:19packaging and it's also about knowing canines and fairy friends I mean I'm happy to be project
04:25manager so Victoria you are a project manager brill I've got a little Pomeranian Husky at home and so I
04:35have got experience with dealing with dog food buying etc taking the role of top dog and also there's a
04:41little bit of an element of cooking in there so I really feel like this is suited to my skill
04:45set
04:45cafe boss Megan I'm quite keen to go for insects I feel like it's a fantastic alternative to meat but
04:53I don't think we should massively focus on it because I don't know if it would be off-putting to
04:58someone to look at the food and go oh that's got insects in it we're going down the healthy route
05:03let's really really sell that not get lost in it but that can be our USP yeah sorry so you
05:09just a
05:10quick tie up you said don't get lost in the insects don't get lost in the healthy side of
05:13things so what do you want us to get lost okay clear that up just make sure that it's more
05:17about
05:18the food flavors that it actually appeals to the dog and that it's healthy and it's sustainable as
05:23well also mulling over options I was thinking we go with something like the healthy or exotic route
05:32project manager Victoria insects I feel like it's going to be something that's going to stand out
05:38because it's not something that I have seen so I am the food connoisseur and I have a really good
05:42idea in terms of gourmet I think that it's a really luxury element I would love to create some
05:47suggestions the only thing that I'm going to be concerned about if we go down the gourmet route
05:50is that we're not going to have a USP there's so many dog brands out there that are already doing
05:54like the gourmet humanisation of the food I just don't have any clue about insects and if I'm going
06:00to be the one in the kitchen I'm really nervous that I'm not going to be able to deliver the
06:03best of my
06:04ability yeah so are you happy to go down the gourmet route yes the fact that we're going down a
06:10gourmet
06:10route means that we can create something that tastes delicious but that's also luxury so I'm
06:15definitely going to hone in on my culinary skills to make sure that happens I'm going to have Rochelle
06:19in the kitchen and Marnie and me we're going to go off on the branding is everyone happy with the
06:25team split perfect split amazing managing her manpower I'm probably the only one here that's
06:33probably qualified to go and do the kitchen Megan you guys want to do the branding side of things
06:38now sub team leader I'm really backing the insects um yeah I think it's all about having the vision
06:44being clear in terms of doing that as well and I don't want to get lost in what you're talking
06:47about
06:47and I think I can really keep an eye on that okay all right brilliant um no offense Simba Danny
06:51I would
06:52love for you to be a sub team leader just because Danny's done so well on previous tasks in branding
06:57I know she's got a few wins under her belt with branding so it's kind of an obvious choice
07:02so is everybody happy you happy with where you are and clear vision yes yeah perfect fantastic
07:07right let's get on with it 11 a.m. while half of each team sets off to wrangle recipes manager
07:18on the
07:18last task it's definitely a ballsy move the rest will build their brands I'm a little bit confused
07:29obviously in terms of the USP it's meant to be the insects but then we were told don't focus too
07:34much on the insects it was to me healthy but don't make it healthy insects but don't tell
07:38it it's about insects you know what I couldn't agree more like it is confusing tails.com for both teams
07:48normally you want to have about a minimum of a fifth or 20% protein level test kitchens to devise
07:55their dog food up to 50% carbohydrates outside of that then it's yours to play around with okay
08:01amazing after a briefing from pet food professionals I'm thinking that I'm gonna make a minted lamb tagine
08:09Rachelle gets to work on her gourmet dish so this is lamb kidney liver and steak I'm gonna do 20
08:21grams of
08:22this five grams of cranberries because it's that whole sweet and savory element that just kind of
08:27kicks off a tagine I'm gonna do butternut squash next I'm gonna go quite gentle with the fragrance I'm
08:34gonna definitely use mint 20 grams of brown rice sage peas and rose hip yeah that's really fragrant so our
08:44last is going to be gravy onion-free one it's looking good Michelle created a recipe with only 20%
08:54meat
08:54for gourmet recipe I'd be expecting a lot more meat than that that is actually delicious yeah
09:00honestly I'm not joking any dog would be lucky to have that creating her team's healthy dog food really
09:08don't want to overcomplicate because you don't want a hundred different million ingredients in
09:12there and have to explain everything that you've got in Megan gives the classic a creepy crawly twist
09:17I'm gonna make a dog's dinner of a Sunday roast try a mealworm make sure we get the right amount
09:25of
09:26protein in there to go for 18 grams of those try some potatoes sweet potato as well healthy a bit
09:35more flavor some could do birth mmm I think the gravy's gonna be important just call up 25 and and
09:45then we
09:47need a bit of edging as well so let's have some greens and then I think broccoli is gonna be
09:51the shout okay
09:52let's give this a whack there's only five components to this nice easy recipe Megan has chosen as her main
10:02ingredient insects well she's used below the minimum level the expert told her of protein what's the
10:08point of having them if you're not going to scream and shout about them that's what makes your product
10:13different hmm all right that's actually not bad central London at award-winning branding agency
10:27dusted priority for Simba and Danny first things first think of a name brainstorm brands so I had an
10:39idea of pro poor and what pro poor would be is protein packed and naturally nutritious so a couple
10:45of my ideas our first one is Kofi's kitchen we can probably potentially create but then do dogs have a
10:50kitchen unless Kofi's that is the dog owner himself if that makes sense yeah but like Bailey's bowl I'm
10:58simply because Bailey it can be you know a neutral name either for a female dog or a male dog
11:03as well yeah
11:03I like that to be fair do you of all these names my favorite not just because it's mine but
11:10he's
11:10pro poor yes I thought it's a quick easy word it's very clean and simple pro poor protein packed and
11:16naturally nutritious across the hall we're going for the fine dining sort of restaurant fire building a
11:25premium brand and when you book into a restaurant it's mr. and mrs. sort of thing Victoria and Marnie
11:31so I was thinking along the lines of mr. woof's and then the tagline would be wag of the day
11:38um it doesn't sound very gourmet it sounds initially quite low-end okay what about chef barking I just
11:48don't know whether I prefer mr. woof's just shorter yeah yeah um do you like the idea of having it
12:00chef
12:00because I think it's a really unique thing in the marketplace where we can say that the dog has
12:04like designed the food and the owners are approving it okay so we should go for the name chef barking
12:13do you think that's a good shout I think it's a good shot yeah mid-afternoon hey Dan for project
12:22manager
12:23Megan I'm good honey how you doing a chance to check in what are the ingredients Meg so I've gone
12:31for
12:32basically like a Sunday lunch and inspired and sort of recipe yeah 22 grams of gravy
12:44I've got 18 grams of mealworms yeah 35 grams of sweet potato and 15 grams of potato
12:54any reason for the double potatoes just because I didn't want it to be all sweet potato and all
13:00potato all right hon we'll speak to you soon thanks guys bye bye bye bye we've gone down the healthy
13:06route
13:06but 22 grams of gravy has no nutritional value I know it is annoying I don't see any correlation
13:12between a Sunday roast dinner and being healthy I thought we could have really played on our USP
13:19and sort of done something a lot more creative here we've got potato sweet potato and additional
13:23potato I know obviously this is what it is so I've made a lamb tagine while Rochelle runs through the
13:33ingredients with her team brown rice 20 grams and the lamb is 20 pouring over the details of their
13:41logo so the pad doesn't need to necessarily be pad shape yeah something like that could work Simba
13:46and Danny John is there any way of putting like the white circles in the four dots at the top
13:51why would
13:52we put the white circles because it's not going to be an oh I know but it still needs to
13:55say the
13:56word because it's like a poor as well it's just stressing me out now so we need to go back
14:00to the
14:00original shape because but that's what what about if we put it can we go back to the original poor
14:05please I just feel like we're just wasting so much time on this but it's so it's gonna be so
14:10boring
14:10otherwise it's gonna be plain do you know I mean if the poor is becoming too complicated because I feel
14:15like we're wasting too much time on this we can just write pro poor pro poor normally yeah I just
14:20want to get the logo right I'm not happy we've spent so much time moving the poor around Danny's
14:27feeding the pressure she was getting stressed and you can see and she even said that she was getting
14:31stressed over minor minor details it just looks so basic to me that's all I think it looks like a
14:37protein bar for for dogs so if we can put a chef's hat on employees creating a character for their
14:46chef
14:46barking brand which will signify that the dog is the leader in designing this food yeah Marnie and
14:52Victoria yeah that's it perfect he's got a little dicky bow on because he's smart representing gourmet
14:58yeah purple background I think purple says premium that's it and then yeah the chef bark in central it
15:05and then now if we put like a white bone around chef barking yeah like that yeah just down like
15:12one space okay and then move the right and down one that's it okay and our tagline is designed by
15:19dogs approved by you we could even do a signature of chef barking on the back yeah the logo consists
15:25of a dog with a chef's hat it doesn't particularly shout gourmet or premium to me it's actually a bit
15:30childlike I'm pretty happy with that I'm happy with it this is gonna be a real easy way of telling
15:37our story behind on designing their brand this is literally stressing me out a lot Danny powers
15:47through the packaging we need to indicate something that there is insects in this can we just get the
15:52base of it done first I want to have a finished product okay so if we can have a really
15:56really pale
15:57orange just to fill the background yeah so when is a planet if possible like a little planet that
16:02that one will do I was thinking creative with your pet and our planet in mind up up up up
16:06all the way
16:06up up again so then I was thinking if we can get the worm just any of those worms that
16:11one there yeah
16:11and if we make that orange and green as well cool perfect and then if we can right next to
16:15that protein
16:16derived from insects was that a heart made out of paws I just saw yeah let's use that one and
16:21then
16:21could we put hypoallergenic protein that looks a bit better what do you think yeah they spent so
16:28much time bickering that their packet has ended up with a worm a globe and a paw I mean it
16:34doesn't
16:34actually say what it is we have a brand but at least it's not terrible across town perfect rice is
16:46cooked just waiting for the lamb while Rochelle creates a sample batch for tomorrow's pitches
16:51that's 80 grams of flour and awful going into the mix now let's give that a whiz still refining her
16:58recipe so to make my 400 gram sample I have basically just times all my ingredients by for
17:05project manager Megan have I done that right oh what an idiot I done that right I accidentally added
17:19up the mealworm count wrong so I don't have enough mealworms in it that looks very very slimy at the
17:28minute this has gone horribly wrong and I don't know why I've done the fucking maths wrong it'll do
17:41looks a bit mushy right now but oh it'll do for the dogs 6 p.m. so what we thought
17:53it'd be cool to
17:54do is have pictures of Kylo in the gym after having eaten the food and he's basically just doing a
17:59workout producing the pro poor poster I think I have a clear vision is it right if I can just
18:05leave
18:05this and you can support me on this one you know what I feel like I'm happy to let you
18:08do that if
18:08you want to do that this yeah sales reps in there Virginia if we can try get a nice big
18:13picture of
18:14these weights whilst Kylo's in the center here leaning on the weights as well maybe I can't see it on
18:19here but if we can zoom in make sure make sure you're getting it all get that get that get
18:22that if we can
18:23get it more zoomed in one as well sort of down and round at an angle because we need the
18:27focus to be
18:28on the dog so can we have a look at to see what we've got so far please yeah see
18:32that's just far
18:33too much background we need the focus to be on the dog so why don't we put these weights on
18:37a smaller
18:38bar in the reception there's an orange wall so what we could do is we could have the orange wall
18:42in the
18:42background I just think that would be quite a nice clear shot absolutely I just don't like the
18:47messy background that's fine all they need is one good photograph but the problem is both of them
18:53want to control where the photographs taken what is in the photograph I mean they're not going to end
18:59up with anything at this rate yeah that's it and if we can get Kylo to look this way please
19:03that's it
19:04much better on the other team oh oh Marnie and Victoria tussle for top dog if we can try and
19:20put
19:20what's cooking on there with a question mark I mean like people do say like what's cooking good
19:26looking what about this one look take your seat at the chef's table I think what's cooking is quite
19:32good like people say like what's cooking it's like a sort of like question as well it's gonna
19:36like make people look I just don't feel like that's playful enough on what we've achieved with chef
19:41and barking I feel like there's people say to a chef like what's cooking I just think we need to
19:47think
19:47of something really eye-catching and playful as like a slogan I think that's really good I think as
19:53well we're trying to like humanize and like give the dog a sort of personality yeah no I hear you
19:59I
19:59just think that like we might be missing a real cool opportunity to do something playful with
20:03yeah well I think just in the essence of time let's get the other elements on there and then
20:07we can always come back to it unless it's Marnie's vision she doesn't want to do it and like she
20:12just
20:12pushes forward her things and actually when I come up with equally good ideas it's like she just
20:17doesn't want to listen to them because they're not her own do you reckon we should change what's
20:20cooking to like what's on the menu because then it would follow on that lamb to jean is on the
20:24menu
20:24I think it kind of implies that with what's cooking okay yeah I think I'll make that decision
20:30and we'll stick with that 7 p.m. I'm so glad we decided to do that picture with the orange
20:38background
20:39because I feel like otherwise it would have been a hot mess brands chewed over we've got our poster I
20:44think our work here is done flavors finalized I'm pretty happy with how that's gone tomorrow pitch their pet
20:59food 7 a.m. morning team hey guys for project manager Megan so why don't you show me the packaging
21:07talk me through the design a first look at her label it does what it says on the tin okay
21:14yeah
21:20protein packed this isn't a recipe that is protein packed we actually left the meeting feeling a bit
21:27confused because you'd said healthy but don't focus on health insects but don't focus on insects so we
21:32was like okay what do we do here that's actually not what I said what I said was make it
21:37about health
21:37and then get in there that it is protein you know the proteins coming from insects rather than meat but
21:42don't get lost in the insects I don't want that to be the main focus I think we have actually
21:46kind
21:46of fit the brief really would you say so there are two major flaws in the branding the first thing
21:51in it wouldn't catch my eye if I was walking down you know the the pet food aisle in a
21:56supermarket
21:57and it also just looks like it's a protein based product and that's quite misleading I think I think
22:02you've over complicated it a bit but I'll be honest with you I don't think we've over complicated I
22:06think it was the how much insects do we want to talk about that's where the confusion is
22:11next door so it's designed by chef barking approved by you the big reveal yeah I'm really happy with
22:17this girls I think it looks lovely chef barking okay let's see okay it's not that eye-catching yeah
22:34because it doesn't reflect this this is so different I came up with the slogan like what's cooking
22:39and I think I was pretty happy to go with that and I think you were really pushing back I
22:44wasn't
22:44really feeling the what's cooking I thought we could have been a bit more creative and but even
22:48when I'd made the decision that we were gonna go with it you did keep sort of going back to
22:52that
22:52and I feel like we just lost too much time on that yeah because it just does seem a little
22:56bit unfinished
23:01inspecting Megan's mealworms I'm really keen to see the food can we open it yeah team purple and is
23:09this meant to be wet dog food wet dog food yeah this is how duck consistency of wet dog food
23:14it's a bit
23:15mushier I think than usual yeah we expected because it was going to be insect base that majority of it
23:23would be insects we didn't expect it to be majority potato do you know I mean you know it's a
23:28very like
23:29generic thing that we eat with a lot of meals is any nutritional value from the gravy or just flavor
23:33just flavor the nutrition comes from every single other ingredient but gravy was needed for flavor
23:37it would have been no it's there's more gravy than the middle ones that's what it was smells good
23:45enough to eat try it honestly dishing up her doggy delicacy yes I really wanted to recreate that whole
23:51Moroccan lamb tagine vibe Rochelle so 20% of a dog's diet should be made up of that protein from
23:59meat yes
24:00that might not necessarily slide in with the gourmet theme where we've gone heavier on veg and lighter on
24:07meat usually with a gourmet product you probably expect you get the more premium products in there
24:11which would be the lamb and I'm not gonna stuff it full of meat if it doesn't need it because
24:17lamb is
24:18very overpowering that's why I think Victoria put me in the kitchen to understand that but if that's
24:23what you believe then absolutely fine I'm just thinking that that might be something that comes
24:27back in terms of being a gourmet I think you probably expect it to be heavier on meat but if
24:31you've
24:31got an explanation for it and and you're happy to say that was my reasoning then we can address it
24:37the point was to make a well-balanced product and that's exactly what I delivered I delivered a
24:41product that was gourmet and then it was different and it has its own USP I would love to pitch
24:46with
24:46Marnie and then if you could go to the consumer reset yeah that's fine with me yeah let's crack on
24:5610 a.m. well half of each team heads off to gather feedback oh dear I don't know how well
25:06that packaging is gonna go down the rest will deliver their dog food pitches
25:13Megan wasn't that positive when we showed her the packaging she's disappointed in it but I think we
25:19can still sell it as long as we place it in the correct place in the market and do what
25:22we can I
25:22think we can definitely still sell that North London first stop the chef barking hi I can give you these
25:35super market giant waitrose we're here to introduce you to our premium dog food chef barking so I are and
25:47when
25:48considering our dog food we wanted to take a very dog centered approach the idea is that chef barking is
25:55the creator of these delicious gourmet meals with regards to our tagline it's designed by dogs approved
26:03by you which I think feeds back into our concept really nicely are we meant to believe that this dog
26:11has created this recipe and cooked it up of course not and it's a play on the fact that a
26:19lot of the times
26:20your products are based on designed by humans which of course they are and approved by dogs we've done
26:27a clever play on that to really reprioritize the dog as the main consumer it's a lie because it's not
26:32been designed by dogs it's been assumed designed by you of course not it's obviously a dog hasn't been
26:38in the kitchen for a plethora of reasons that wouldn't wouldn't make sense so as a customer I'm looking at
26:45this and actually 80 grams of lamb in a 400 gram product is just about 20 percent that's not premium
26:54that is not gourmet 20 percent is the protein count that animals are supposed to have and that dogs are
27:00supposed to have in their diet as a minimum yeah as a minimum so we just want as a premium
27:05gourmet
27:05yeah so um um um sorry but that is gourmet um so we do think we've hit that premium at
27:13gourmet market
27:14thank you for having us it's it's been our pleasure thank you thank you thank you
27:20I just felt like they were really tough on us they were really tough I do feel like they were
27:24sort
27:25of nitpicking at things I mean of course a dog didn't design it Victoria and Marnie have just pitched
27:31to a panel of buyers they've come out saying that it's nitpicking and they're not agreeing with any
27:36of the feedback that they've been given that's a bit arrogant isn't it and I don't think that there's
27:41anything you know going forward that um I would suggest that we change yeah yeah hi there ladies
27:47hello hi next through the door just going to give you a sample of our product just for you to
27:53have a
27:53little look at Megan's healthy creation we are really excited to introduce you our new brand
28:00of dog food called propol I mean I didn't know this until we really started doing our research but
28:07insects are really really high in protein and really low in fat so it's a great way and a great
28:12alternative to having there instead of the meat you've just got an image of a worm do you think that
28:18represents a kind of a health benefit for a dog what we're trying to extract from that is is actually
28:24what the mealworms are there for and what the mealworms are is the sort of protein but you're not
28:29you're not telling me you're not telling me that they're mealworms is that an earthworm picture
28:35it's it's it's a worm obviously we generic worm yeah it's it's a worm which we thought you know
28:40depicts you know and kind of takes obviously the mealworms that we've we've chosen for this particular
28:44recipe just to pick up on that okay so you talk about it being protein packed and you talk about
28:49it being rich in protein it's half potato a quarter gravy so I mean it's the equivalent of giving your
28:56dog like chips and mash because rich in protein is at least 20% and you've only got 18%
29:03meat in there
29:05it is it's 18 grams but obviously in terms of percentages it would work out roughly hitting
29:11towards the 20% mark well yeah 18 grams of 100 grams yeah 18 not 20 which you would need
29:17to be
29:18able to say it's rich in protein I'm guessing you blitzed it to high into a into a puree um
29:25rather than
29:26leaving some texture well I think in terms of the dog food there that there is texture within that self
29:32there is absolutely no texture in there it's so pureed there is no texture at all thank you so
29:41much thank you it is a shame because we would have liked to have focused more on the insect and
29:48we
29:48should have owned it we should just you know sang and dances you know but I just think it's a
29:52case of
29:53we have shied away from it but obviously that is what Megan wanted to do she made it very clear
29:57don't focus too much on the insect central London how we all doing Megan gets the lowdown so I've got
30:10otters normal food here and I've also got some prayer passer let's just see what he wants to eat
30:14on propol go on come on buddy you know want some pro pop do you not like it Louie come
30:26on girl what is it
30:28oh I thought you liked sweet potato Louie not hungry okay so just have a real good look at the
30:36packaging it
30:36says it's protein packed naturally nutritious but unfortunately it looks more like it's gravy packed and
30:43sweet potato packed I think if I saw this in the supermarket to be honest I don't think I'll buy
30:48it just because of the packaging so based on the packaging alone would you buy this product
31:01on the other team that's good but he's eating it which means that he definitely does like it
31:06Rochelle hunts for fans of chef barking and who gets that this is a premium brand
31:14no worries whenever I go looking food for Louie it always seems more premium when there's like no puns
31:22which is I think why like the branding of this makes me think it's less premium than it could be
31:26okay also the tagline designed by dogs approved by you I would think maybe it would make sense the
31:33other way around okay can I get a show of hands who thinks is a good meat content yeah one
31:41of five the
31:42fact that it's called lamb tagine you would hope the main ingredient if it's a gourmet product to be
31:51mostly lamb 4 p.m. before pitching to high street heavyweights pets at home they felt that for a
31:59premium products it should have contained more meat for both teams our sugar cut it for you a chance to
32:06gather feedback on their food it didn't go down too well with humans all the dogs and they didn't love
32:12the branding and I think every single person would have said that I'd like to have seen a brighter
32:17background and that might have caught their attention we had similar sort of feedback they
32:22also asked about why it was majority potato they said there's not much nutritional value in the
32:28potato yeah they said I'm just trying to think so obviously just touching on our USP which was the
32:34insects yeah they really bought into it as well it's just the fact that we as a brand didn't actually
32:38kind of you know highlight that capitalise on it yeah yeah you agree first through the doors here is
32:48our chef barking thank you Rochelle Victoria and Marnie so when considering our brand we really wanted
32:56to take a dog centered approach so it seemed only natural and fitting to have a dog at the center
33:02of
33:02our brand and that dog is chef barking obviously you've gone for a premium gourmet option chef barking
33:10just doesn't say that to me we wanted it to be a chef as the producer and the creator of
33:15these dishes
33:16and the two combination together chef barking was memorable it was identifiable and it did say a more
33:23premium gourmet product when you look at the ingredients they don't strike premium because
33:28actually sort of your competitor set are at about 60% protein and you're at 20% but on this
33:34occasion
33:35we just wanted to really focus and emphasize the element of balance because we do know that dog owners
33:40appreciate it being a balanced healthy option what I'm concerned is that you're not conveying all of
33:46that good messaging onto the pack well I will say to that is if someone is drawn in by the
33:51packaging if
33:51they do see it on the shelf what they would then be inclined to do is pick it up and
33:55find out more
33:56thank you thank you so much it's been a pleasure thank you thank you next to try and win over
34:03the
34:04buyers just gonna pop some samples down for you Megan Simba and Danny we are excited to introduce to
34:11you our new brand of dog food pro poor we decided to use insects as our main base here so
34:18what we really
34:18wanted to do was kind of come up with something a little bit different and just looking at the sort
34:23of
34:23consistency of the product are you not concerned it's quite mushy and wet it is it is a mushy product
34:31there are things that we can do to slightly alter this this recipe if it suits the brand and it
34:36suits
34:37the consumer with the messaging on the front it doesn't really tell me the benefits and then it doesn't
34:43really link up with the roast dinner concept you know we need to be aware the fact that you know
34:49we've
34:49got insects in this this is something different and there's no better way to normalize that than a
34:53familiar recipe a family recipe than a roast dinner and that's the reason why we've kind of put those
34:57two together there's lots of different messages being really sharper around what's the key message you
35:03want customers to remember would have really helped thank you so much for that feedback thank you thank
35:11you thank you so much I genuinely don't know what more we could have done in that pitch to convince
35:20them that this is the brand that they should be buying just praying for those orders praying for them
35:24Marnie was so defensive in that pitch when they were asking a lot of the questions when actually
35:28it could have been a bit off the thing they asked us questions about what we thought they were going
35:32to
35:32ask us questions about so at least we were prepared with answers and I don't know how much more we
35:36could have
35:36done if we end up in the boardroom ultimately Megan is the one that's responsible she was project manager
35:42there was no clear vision it's really disappointing with the recipe everything was a complete and utter mess
35:48pitch is over orders if any will be totaled tomorrow the boardroom
36:05you can go through to the boardroom now
36:27so in this task I wanted you to make a new brand of dog food and pitch it to two
36:34major retailers
36:35now they say you can't teach an old dog new tricks well branding and marketing is something that this old
36:43dog
36:43has been doing for 60 years and I can tell you there are no new tricks marketing is simply the
36:51art of
36:52convincing the customer to buy what you're selling so I think I'll start with Tim's team affinity yeah
37:01Victoria Victoria you were in charge yes so tell me who was the chef here and so naturally I thought
37:08that Rochelle would be best placed I hear you're the one that does all the cooking in the house is
37:12that
37:12right yeah I've been keeping everyone alive for you right good good chef is she very good very good yeah
37:20there you are so I didn't have any inspiration from the girls I think they really trusted me to go
37:25ahead and
37:26well you knew that you knew you were going for meat one right yeah and gourmet so tell me what
37:32is the
37:32gourmet side of it so I really wanted lamb because it's very rich and tender meat you know the trade
37:37descriptions that might get you here because there's only 20 percent of lamb in there it's a bit frugal
37:42I think actually dogs are omnivores not carnivores so they only need 20 percent of protein didn't the
37:49um experts or the buyers say that the normal gourmet ones are about 60 of meat in them did they
37:55say
37:55that they did 20 was the minimum amount so I must have actually misheard the nutritionist when she said
38:01that dogs only need 20 percent okay and the branding team was basically you two right in the morning
38:09brainstorm I put forward the idea of personifying the dog and having the dog as the chef and Vic liked
38:15the idea so we worked along with that I guess you know a lot about dogs because you're a boxer
38:18is
38:19that right I don't have a boxer but yeah right where'd you get this name chef barking from so I
38:26put
38:26forward the name chef sounds like Gordon Ramsay to me put forward the name chef and then we worked on
38:32a surname we wanted quite a proper sounding surname and we wanted to really have the dog at the center
38:37of
38:37the brand so that goes on to the tagline which is designed by dogs approved by you designed by dogs
38:43approved by you it was supposed to be a playful spin on the fact that a lot of brands say
38:47designed
38:48by humans approved by dogs he looks a bit confused to me like a baby on a topless beach well
38:53we actually
38:54we actually took that picture so that was quite a hectic moment of holding him down I found a napkin
39:00on the table so I thought let's put that on his head to make a chef's hat um to me
39:05that's not clear
39:06that it's a poster for dog food I came up with the slogan of what's cooking and I did feel
39:12like I got a lot
39:12of pushbacks from Marnie drawing that she didn't like the idea and in the end we just had no time
39:18to add anything else no I think I don't think it was a case that I was pushing back I
39:22just think I
39:23equally had a vision for it and it was different um to yours I do feel like if it's not
39:27Marnie's
39:28idea she won't really get behind any other idea then you go to the first pitch yeah they were very
39:34tough and they gave us a lot of questions and there was quite a lot of negative comments um across
39:39the
39:40whole production of it the packaging the branding and the food itself Marnie did you feel that these
39:46this these experts or these buyers were being a little bit too tough on you I think the terminology
39:52nitpicking my comment about nitpicking was limited purely to the the comments about the dogs uh it being
39:58designed by dogs and asking whether that was okay anyway let's move on to team uh apex Megan you became
40:0410pm so what brief did you give them in the morning before I left I said I want you to
40:10focus
40:10on healthy sustainability uh insects as a substitute for normal meat proteins and that's what I sent them
40:17off to do it just wasn't that clear because it was like okay so we want to go down the
40:20sustainable
40:21healthy route and I think you did actually retract say but don't make it too healthy and then obviously
40:25you went on to say okay we've got to use insects but don't focus on insects but we were kind
40:29of left
40:29thinking well you're confusing me now yeah we were very confused I'm not gonna lie you know you speak
40:34so fast you should be a commentator at horse racing honestly honestly you know I can't I can't I'm
40:42feeling I have to breathe for you I did ask three times before we left that brainstorm is everybody
40:48clear has anybody got any questions because I did feel like I'd muddled things a little bit okay now in
40:54the kitchen you finally uh found the use for Larry the caterpillar yeah it was actually a lot harder
41:03than I thought it was going to be and I will put my new worms and things like that yeah
41:07yeah soldier
41:09flies soldier flies buffalo worms buffalo worms and cricket sounds like a witch's spell doesn't it yeah
41:15and you was kind of happy with it then well I think the thing that really killed it it was
41:20a lot
41:20sloppier than I'd have liked to it to have been hmm so Simba and Danny tell me what you did
41:26I won't
41:27sit here and lie to you and say it was my finest hour uh with the packaging I'm not 100
41:32proud of it
41:33but I did put starting off of a shaggy dog story now are you huh no but um I did
41:39put 110 into it we
41:40was kind of trying to come up with logos and and in the end we did actually run out of
41:44time when making
41:44the packaging what does it mean pro poor that was actually an idea that I come up with it's just
41:49obviously a play on words that it's for dogs protein protein naturally nutritious nutritious
41:54because we wasn't allowed to plan the fact I heard that Simba you once said to her look let me
42:00deal
42:00with this right I'll deal with it that was on the poster yeah and you were allowed to deal with
42:04it for
42:04about 10 seconds and then she dumped in again that's correct to lose sugar I think I was just like
42:08you
42:09know I said to her are you happy for me to direct this part and have to lead it as
42:12well and she's like
42:12yeah go ahead and then after that it was just chaos I think that we didn't really work well together
42:17I think that Danny really struggled to kind of relinquish control Simba you're absolutely no
42:21wallflower you've got a voice and you've used it throughout this process so I don't know why you
42:25sat there and just let me take it all on the chin I didn't I didn't sit there absolutely I
42:29didn't sit
42:29there I contributed he actually said he said I've got a really strong vision for this I didn't see any
42:34of
42:34that vision I sat there you didn't allow me to speak you did not allow me listen I contributed yeah
42:40the
42:41reason why I went to the poor on the end is because you wasted so much time trying to make
42:44the poor into an
42:45oh I said we need to move on and it ate up into our times for everything else that's that's
42:49not
42:49the package that we wanted why didn't you help me I did help you but then it was a bit
42:54like this all
42:55the time and unfortunately I now understand why the packaging didn't get finished we ran out of
43:00time it's as simple as that we're focusing on the wrong things my ideas weren't put forward
43:03only thing that was considered was it was Danny's idea bickering bickering anyway listen I'm going to get
43:08down to the the orders that were given by these retailers Tim can you tell me how your team did
43:15with the
43:15large pet retailer well large pet retailer they didn't like the product and they didn't like the pitch
43:22and so place no orders okay Karen what about your team well Alan they loved the concept and loved the
43:33team's passion
43:34but they didn't feel it was well executed on either the branding or the recipe so I'm afraid no orders
43:43hmm now Tim what about the high street retailer well despite having some reservations they did like
43:50the brand story and they placed a very small order of a thousand units okay and you Karen well Alan
43:57um they loved the concept but I'm afraid again they thought it was poorly executed and again no orders
44:09well affinity you win just about congratulations you've got through to the final five
44:18I'm going to give you a touch of the high life for your treat I've chartered a helicopter
44:23uh that's going to take you to lunch at a hotel Fairmont in Windsor Park thank you so enjoy that
44:31thank you so much have a good flight
44:41when you three come back um you're going to be in the dog house and
44:46as I can tell already it's dog eat dog okay go off and uh have a chat amongst yourself and
44:55I'll bring
44:55you back in shortly and we'll have a further investigation into what's gone wrong on this task
45:02thank you thank you thank you thank you thank you thank you thank you thank you
45:13now's my chance to get rid of two of my competition
45:18I literally can't believe that I'm in the final five this is amazing I'm so thankful and I'm so happy
45:27thank you so much for everyone's hard work and I'm just so proud of us for getting to final five
45:33I was dreaming about this a few weeks ago and now I'm actually here it's crazy to think there
45:38was 18 of us and now I'm one of the last ones standing I'm so ready to become Lord Sugar's
45:43business
45:43partner not if I've got anything to do with it yeah get in the queue I want to be to
45:47boxing what
45:48Karen Brady has been to football and I really can't wait for the interviews to show the world what I'm
46:00made of the vision wasn't clear that's a fact all I really meant was let's not make our entire brand
46:06focus on insects because I think that it's off putting Megan said that we'd hit all of the points
46:11that she wanted us to but then again said we didn't get the message across clear enough that's because
46:15there was no bloody message and no one knew what that was doing honest to god guys when I saw
46:19the
46:19packaging I was devastated it was beige it was boring and it was poorly executed there was so
46:24much you wanted us to put on there it was so hard to make a packaging that wasn't just all
46:27writing
46:28I gave them creative control but they got lost in their own ideas and they didn't communicate with
46:33each other and I think that that's why they haven't executed my vision very well Danny and I we actually
46:38didn't really work well together if I'm honest with you but I did feel like I was sort of carrying
46:42it
46:42and you said you had a really cured vision but then I didn't feel like the vision got put forward
46:45I'm not responsible for the failure of this task then it's an opinion as if I did nothing but every
46:50single time I contributed an idea and put forward thoughts it was shut down
47:04yes could you send the three of them in please
47:18is the problem here a 50 50 problem a pile of toot there or badly presented I think what happened
47:27was the branding actually kind of came out the fact that we did everything with the branding to try to
47:32hide the fact that we're using insects but you shouldn't have hidden it and I never asked you to
47:36the vision was confused at the beginning I never asked you to do that and I made it quite clear
47:40at
47:40the end let's go with the fact that we're selling insects and we're selling them because it's
47:44environmentally friendly and it's healthy but didn't you start off by confusing them though what
47:50I'm saying is I was happy to go with insects but what I didn't want us to do was have
47:54the packaging
47:55covered in bugs just because I wanted it to be in there and I wanted the facts to be in
47:59there about why
48:00it's good but singing and dancing about it I don't think is appealing but sorry sorry to interrupt
48:05Alan but Megan that is what the buyer said they you should have done and that is my should have
48:11embraced it wholeheartedly instead of trying to hide it what I wanted to do was play on the fact
48:16that it was environmentally friendly and it was healthy I think that's I think that's the problem
48:21the message just got lost the message got mixed we could have really run with this really pushed it
48:25and obviously we did try a bit like dog food I can't work out how much of the brains and
48:31how
48:31much is bollocks to be honest with you I never said to shy away from the insect who come up
48:35with this
48:36I actually come up with the name sugar pro poor more piss poor as far as I'm concerned the reason
48:43we
48:43went with pro is obviously because we was instructed not to have anything to do with insects and I thought
48:47okay what's the reason for having these insects actually instructed to do that I left it very open to
48:53interpretation and these two are very capable individuals the issue that we had here obviously
48:57in regards to the branding as well a lot of the times the reason why it looks like that we
49:00we
49:00ran out of time and why did you run out of time we wasted a lot of time as well
49:03I believe yeah had
49:04I not said put the poor where it is now and let's move on we'll still be in that room
49:08today trying to
49:09make that owing pro into a poor I really I really disagree with that because I think that's one reason
49:14why the packaging actually doesn't look that good who was arguing about that then you and her yeah
49:17because how long did it take then you're sitting in front of the screen moving things around how
49:22long would you sit it took a long time obviously I think obviously with danny she wanted to perfect
49:25the logo and it's important that we get the logo right as well but what it was doing it's not
49:28very
49:29good it was eating into our time for the other things as well that's the reason why some things
49:32are not exactly fully complete you're not on target there at all with it absolutely not
49:37long sugar we're not on target and I couldn't agree more simba actually said oh don't stress but didn't
49:41actually offer up any solution so I think he says you don't listen yeah but I did listen he just
49:46didn't say anything he didn't listen you ignore what what what he's saying I did not ignore what
49:51he said I think you've been a little bit tactical please let me finish can I just finish what I'm
49:54saying I do think he was a little bit tactical in the sense of not offering up things because then
49:58you can kind of pin all the blame onto me when I clearly said I was struggling all you said
50:01don't
50:02be stressed all right so look to come to the chase here just go outside I'm going to call you
50:09back in
50:09soon one of you is definitely leaving today okay gone
50:19karen what do you think about megan well look this task went wrong from the brainstorm right
50:25at the beginning the only good thing they did was pick a bold and novel ingredient which was insects
50:30then she sent them away with a terribly confused message what about danny listen danny really prides
50:36herself on being great at branding and marketing but it hasn't been shown here at all every single
50:41buyer had a critique of the branding and the logo and that's a really big reason why they didn't get
50:47any orders well simba i mean i don't know about him look from my point of view with simba he
50:53complains
50:54that danny never listened to him but the problem is is he a man anyone wants to listen to is
50:59that the kind
50:59of business partner you want a man that no one listens to yeah it's a difficult one so i'll call
51:05them back in but one of them will be going yes lord sugar yes please send three of them in
51:22listen megan as the pm you sent your branding team out with a you know you admit with a confused
51:30message doesn't that make you responsible totally for the failure of this task i know everyone keeps
51:36saying that i mixed the message the only thing that i said was i don't want the branding to be
51:41completely covered in the insect part of it because i still wanted to have a certain amount of glamour
51:46there and a certain interest to the consumer which i thought would come from the sustainable and
51:51healthy side i thought that that would capture their attention way more than alone but it didn't did it
51:55it didn't simba it seems to me that no one listens to you you're the kind of person people ignore
52:04i think lord sugar i think i absolutely i disagree with that um you know in terms of what i
52:08have to
52:09say it's very valuable and it adds actually it's a very constructive um what would you have done
52:13different here then oh the name would be definitely i put for the name called coffee's kitchen so and
52:17then i would have utilized that usp of the incense so why do you end up with that name of
52:22um whatever it
52:23was propel obviously she was kind of saying it's in line with the protein it's in line with you know
52:29the division that kind of megan tried to now danny you say you're an expert in marketing and branding
52:35what evidence is there of that i mean you know for example on the packaging blend uh insipid of course
52:44and i did admit lord sugar that this is not my finest hour but i genuinely believe not your finest
52:49hour
52:49i know but has it been your finest 10 weeks also i don't know throughout this process i have proved
52:54to
52:54that i am that right person who you can trust me i'm just asking you to tell me specifics yeah
53:02because you know what if you talk so much you convince yourself right so i want facts yeah facts
53:11tell me facts anytime i've been in any sort of leadership role with what we've won when megan had
53:16a winner's pm on bowel buns i was the person that sold those bowel buns till i was blue in
53:20the face when
53:21simba had a win on brighton i was the person that was running around like a blue ass flying brighton
53:25making sure we had all the objects he didn't even have all of his objects and he was the project
53:28manager i absolutely disagree with that i think every single person on that team worked their asses
53:32i know but i'm saying on my part i'm saying your win i contributed to your win i contributed to
53:37your
53:37win you can't say to your two wins as well as a pm for you as well so it's it's
53:41it's it's it's vice versa
53:41not to mine but i was highlighting the fact of what i've done and i think i've been very consistent
53:46who should be fired then for this task i think we've all made mistakes here that's that's quite
53:51clear i think what it boils down to at this stage is effort and energy and i think that is
53:55one thing
53:56that simba has not contributed one thing is as well lord sugar is myself personally i've actually never
54:01sat in this boardroom before with you in the bottom three and that is because on every single
54:05task i've contributed very well and one thing i am very good at is being a massive team player
54:10lord sugar in positions of leadership i've also also won as well likewise to you megan obviously
54:14this is the only time i'm technically in in the boardroom where there is blame in that sense
54:18as well because you know i've never been you know what um i'm gonna conclude here and i don't want
54:24any
54:24more input from any of you um simba if you don't say anything worth listening to then are you somebody
54:33who could qualify to be my business partner megan what you produced was total garbage
54:44it is the product itself it's what the dogs are supposed to eat right and it was inedible really
54:52and danny you can talk a thousand miles an hour and tell me that you're great at marketing
54:57and all this stuff and once again i haven't seen it i really haven't seen it um
55:04you know that's where i'm torn here really
55:12but they say every dog has his day but sadly
55:20simba it's not your day it is with regret you're fired thank you so much for your
55:41ladies congratulations you've got through to the final five
55:45off you go thank you so much thank you karen thank you tip
56:03i've really enjoyed the process i've learned so much about myself and about business as well
56:07and the remaining five girls in the final five i'm wishing them all the best
56:13it was kicking off so bad in that board room i just don't know how that's going to play out
56:19it could be four girls and simba it could be all girls who knows
56:37i feel how the nails after that honestly we honestly thought we were out the dog when you're in that
56:42situation you realize actually the opportunity that's in front of you and i certainly was not
56:46going down without a fight to the girls to the girls now five candidates remain lord sugar's search
56:56for his next business partner continues next time i just hope she can hold it together in there i'm so
57:05scared business plans your sales are wrong your costs are wrong everywhere i look it's a non-starter
57:11she was savage really interrogations zero zero zero this is hopeless there's something in this
57:17business plan that's put me in a really bad mood i got absolutely ripped to shreds and in the boardroom
57:24terrible sales projections terrible mistakes eliminations you're fired
57:42terrible sales
57:45i'm
57:54i'm
57:55i'm
57:56i'm
57:58i'm
57:59i'm
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