We work with clients large and small to shift perceptions, build relevancy and ultimately brand growth.

At This Way Up we stand for a better tomorrow, whether that’s health, planet or shifting consumer behaviour. We have had the honour of supporting brands which go against the grain and aim to reshape or redefine a category.

Each year TWU works with two brands as part of our Pioneers Programme. This selection process gives these start ups the opportunity to have Blue Chip brand thinking at a discounted rate. This means the Pioneers get the same team and the same thinking as all of our FMCG clients.

But why…. We are passionate when it comes to health and wellness and by investing time into the launch of brands we feel could “break the mould” or “unlock new categories” we share in an opportunity to be bold, create the brands of the future, and deliver standout creative work.

Some of our biggest clients such as Unilever and Group Bel recognise this ambitious creative goal and appoint our agency on the basis of our work with pioneering entrepreneurs.

We see it as a win-win, helping Pioneering founders unlock their brand’s potential as we fulfil our purpose as an agency to change the world for good.

Submissions close on the 31st of May 2025.

What you can expect:

This will be an exciting journey building a distinctive and unique brand at an accelerated pace.

We match funding (by investing our time) from between £25-35k and we ask for nothing more than to be bold, creative and brave.

You will be working with expert consultants on brand strategy, design and production, bringing a life time of experience working with the biggest and bravest brands globally.

We will help with:
– Brand strategy and positioning
– Brand identity look and feel
– Master Packaging design
– Production support

The wining businesses will also have the exclusive opportunity to be introduced to specialists in bringing FMCG brands to market which includes:
– PR
– Retail strategists
– Mentoring
– Marketing support
– Investors

Apply now

Apply

We are looking for the food pioneers of the future, the change makers and the entrepreneurs who are brave enough to bring innovation to market.

Our pledge is to match fund our selected Pioneers (with our time) to tell their stories through design and build a platform with them for success.

If you would like to apply to our Pioneer Programme 2025, you will need to meet the following criteria:

  1. Your business needs to be based in the UK, EU or the USA.
  2. You need to have developed a MVP or prototype that has been tested with friends, family or preferably consumers.
  3. The program is open to pre-launch or post launch businesses, but needs to be owner-led.
  4. Your products need to be ready to go to market within 12 months.
  5. You need to be ready to kick off in June/July.
  6. Your proposition needs to connect with one of the following: Improving health & wellness, driving sustainability, guided by an ethical purpose.
  7. We welcome consumer facing brands or consumer facing services as part of the program, but not B2B propositions.
  8. You will need a minimum of £25k to invest for match funding from This Way Up.
  9. The programme includes strategic positioning, brand design, packaging & brand toolkit.
  10. Submissions need to be completed by May 31st.
  11. And most importantly as a business owner and founder, you need to be bold, brave and brilliant. The journey will be exciting and challenging, but together we will make change happen.

So make an entry today and join a stellar list of game changers who have already benefitted from the programme. We ask 4 simple questions for each entry and once selected we will dive deeper into your business.

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