Observed Signal · Jul 10, 2026 · Interview · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Interview: Who Gives A Crap’s Helen Bromley on Branding
Helen Bromley, Director of Brand Marketing UK at Who Gives A Crap, discusses her career building challenger brands (including Popchips, Oatly, Kit & Kin, Livia’s and Who Gives A Crap), the importance of distinctive tone of voice, and how to communicate sustainability without lecturing consumers. She reflects on moving from Nestlé to challenger brands, the risks of social media backlash (citing Oatly), creative consistency (citing Yorkshire Tea), and practical advice for ensuring brand remains a board-level priority. Bromley also names TRIP and Bold Bean Co as admired brands and highlights the value of collaborative agency relationships that improve briefs rather than battle them. The piece was published by The Drum on 2026-07-10.
Profile/interview about brand strategy and creative approaches with limited direct impact on AdTech/MarTech infrastructure or market-moving decisions.
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Key Takeaways & Evidence Grounding
- Helen Bromley is Director of Brand Marketing UK at Who Gives A Crap.
- Bromley has worked with challenger brands including Popchips, Oatly, Kit & Kin, Livia’s and Who Gives A Crap.
- Bromley moved from Nestlé to Popchips over a decade ago.
- The Grocer named Who Gives A Crap Household Goods Brand of the Year the week of publication.
- Michael Lee is referenced as Creative Director at Oatly and gave Bromley a memorable piece of advice about tone.
Connected Companies & Entities
1 Entity mapped“The moment I made the leap from corporate to challenger brand. I went from Nestlé to Popchips over a decade ago, and wow, talk about a shock...”
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