“Because nothing says insight-led like a wobbler on every shelf.”
Meet your shopper marketing sidekick
👋 Hi, I’m Phil — founder of thirdSHELF, a consultancy that helps FMCG brands turn great ideas into action at shelf.
I help FMCG brands turn smart thinking into shopper impact. If you’ve got a killer consumer strategy but no idea how to make it land at shelf -that’s where I come in.
Whether it’s translating brand plans into trade stories, shaping shopper strategy that disrupts, or making sure your BTL isn’t a copy/paste of your ATL - I help brands connect the dots and bring it all together at the point of purchase.
After 15 years across the shelf - from Glade and Toilet Duck at SC Johnson (glamorous, I know), to Cadbury and Philadelphia at Mondelez, to leading Retail Media at WHSmith - I’ve seen what works and what really doesn’t.
So I built thirdSHELF to give challenger brands sleeves-up, commercially-grounded shopper support. I plug in where you need firepower most - between the big idea and the shelf that your products need to be flying off.
Strategy should be sharp and execution should be simple - let’s keep it that way.
Some brands I worked on, others I worked with — all part of shaping what you see at shelf. Now I bring that know-how to challengers.
Life pre-SHELF
Strategy. Execution. Support.
All in one SHELF
Four in five decisions happen at shelf, yet shopper marketing is still treated like the after-thought...
Not here.
I built the SHELFframework to shift that — a modular way of working that turns brand strategy into real-world retail impact.
Whether you’re planning, executing or just need someone in your corner — there’s a SHELF for that.
No off-the-shelf fluff. Just smart, sleeves-up shopper marketing that works.
SHELFstarter
SHELFstarter is where we translate your consumer strategy into something that actually works for trade - connecting insight-led brand thinking with the commercial realities of retail.
I help you build a shopper strategy from the ground up - who you’re targeting, what you’re saying, and the tension you’re solving at shelf.
Shopper shouldn’t be an afterthought, so I’ll work alongside brand & comms teams to make sure your ATL and BTL are connected from the start.
SHELFimpact
You’ve got the strategy — now let’s make it land. SHELFimpact is where I roll up my sleeves and bring your plan to life.
I translate insight into action across the full shopper journey - from in-store & digital media placements, to POS & campaign toolkits, and activations that actually shift volume.
It’s all about translating big brand ambition into executions that work - in real stores, on real budgets, with real impact.
SHELFmate
Need a senior shopper lead without the full-time hire? SHELFmate gives you flexible access to someone who’s been around the block a few times - whether it’s for a key pitch, a project, or ongoing support.
I’ll slot in where you need me - shaping sell-in decks, leading media brief responses, or keeping your plans moving when the team’s maxed out.
Think of it as your own embedded shopper arm, without the headcount.
👉 Your FREE shopper guide: 7 Sins of the Shelf
Too many great brands fall flat at shelf - not because their product was wrong, but because their shopper execution was.
So I made this: 7 Sins Of The Shelf. A no-BS guide to what might be going wrong and what to do instead.
It’s honest, punchy, and free to download. Go on — it might sting a bit, but I promise it’s worth it.
Pop your details in below and I’ll send it straight to you.
Big brands have shopper teams.
You’ve got thirdSHELF.
💬 I’m not an agency — I’m a consultancy for brands who want impact
🛒 I care about one thing: the moment your product meets the shopper
💥 I work with you to plan it, build it, execute it — end to end
🔍 I’m shopper-focused and commercially grounded
🧠 I’m all about senior-thinking, sleeves-rolled-up delivery
Talk shelfy to me
Need sharper shopper thinking behind your brand? Book a free 30‑min intro call to chat strategy, activation, retail media — and how to show up in-store in a way that actually works.
No pressure. No obligation. No decks. Just a practical, focused chat about turning your plans into shelf impact.
👇 Smash the button to book in a call 👇
Contact
Old school and prefer to chat another way?
Drop me a line or give me a bell:
🔗 phil@thirdshelf.uk
📞 07540 573367