High Street Dreams

Broadcast

The four-episode series aired on BBC One and BBC HD in the United Kingdom on Monday nights at 21:00. The first episode, broadcast on 10 May 2010, featured The Singh Family and Muddy Boots attempting to find success in the food industry. Jo Malone and Nick Leslau assisted them in understanding what was needed to prepare for pitching to a national retailer. The Singh Family had to revisit the beginning of their branding process and recognise the most integral factors of their brand image. Loyd Grossman helped them understand why having four different titles on one bottle was confusing for consumers. Muddy Boots understood the importance of brand essence but had their design and structure wrong. Market research on their packaging showed that too much of the beefburger was visible and that it appeared squashed and unappealing. Both parties returned to the drawing board. With help from two London design agencies, they underwent brand immersions and received new concepts. They were then challenged to pitch their products to customers in a large London Tesco store. After this exercise, Jo and Nick decided whether they were ready to pitch to supermarkets; they were. The Singh Family pitched to Asda, and Roland and Miranda of Muddy Boots pitched to Waitrose. Both won contracts and began supplying the retailers in September 2010. The Singh Family later had their listing increased and launched with Londis and independent retailers. Waitrose tripled Muddy Boots's store listing in May 2012 to 90 stores across the UK, and their burgers are stocked by Ocado and Budgens nationwide.