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Show notes ↗
Legos, a legacy Australian brand around for about 100 years, approached Umami Papi first. They wanted to leverage Umami Papi's connection to a younger audience, while Umami Papi wanted access to Legos' range, distribution and retailer network to get the brand in more people's faces. Together they came up with a versatile pasta sauce.
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Ethan's view on getting approached: if you're making some waves online and you've got real retail shelf presence, the more presence and awareness you have, the more opportunities may come to you — as well as creating your own by reaching out. You need a bit of market presence so it can be a two-way street for both brands.