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We're obsessed with challenger brands. They shake things up. They change the rules. They get famous.
And they do it with passion and smarts, not big budgets or easy answers.
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Challenger brands to watch in 2022: Oja - for delivering global, localGrocery is by no means a category short of disruption, or investment. Venture-backed grocery companies raised over $10bn of funds globally in 2021, with new entrants seemingly arriving as quickly as your next pint of milk. 6 May 2022 Read more

Challenger brands to watch in 2022: Manner Coffee - for accelerating a new national ritualAround the 19th century, the price of tea in China was a fervently discussed subject for the British House of Commons. Its ferocious trade, and tightly controlled markets made it a hot topic, to the extent that to ask someone 'What it had to do with the price of tea in China', was the ultimate snub indicating you thought their comments entirely irrelevant. And whilst this diss may have faded into obscurity, the epic rise of the Chinese coffee market may be a suitable modern-day update. 28 Apr 2022 Read more

Challenger brands to watch in 2022: Thursday - for knowing what to sacrificeThursday combines witty observations of dating in your 20s, talk-worthy marketing stunts and authenticity to bring a new dating experience to life - but for just one day of the week. 20 Apr 2022 Read more

Challenger brands to watch in 2022: RTFKT - for pushing the boundaries of sneakersNo list of predictions for 2022 is complete without highlighting NFTs (non-fungible tokens), the unique digital art stored on the blockchain that's currently trading for eye-watering prices. A digital picture of a cat for $172,000? Nope, me neither. 11 Apr 2022 Read more

Challenger brands to watch in 2022: Will Getir win the battle for ultra-fast delivery?One thing we've become able to rely on is uncertainty. But with uncertainty comes opportunity, and 2022 sees new technologies and business models emerging and taking hold that are likely to radically alter our lives. We're seeing a shift to a greener economy, the transition from fuel to lithium, the rise of the metaverse, the growth of decentralised finance and gaming and debate around the significance of NFTs. But while technological advances quickly fade into the background of the everyday becoming normalised, it is often the companies with a particular mindset and behaviour that drive forward and signpost our collective progress. To decide this year's top twenty, eatbigfish. researched hundreds of companies globally for brands with the ambition, clarity and confidence to match the innovation that surrounds us. 1 Apr 2022 Read more

The difference between challenger brands and disruptor brands'Disruption' has become such a buzzword, pervading everything from the hotel industry to mayonnaise marketing, that people have begun to assume that it's the goal of challenger brands. But challenger brands can't let themselves become swept up in the mania for disruption. 25 Feb 2021 Read more

South African challengers to watch in 2021The World Economic Forum has started The Great Reset initiative to urgently facilitate cooperation between global stakeholders in managing the consequences of the Covid-19 crisis. In such a context, no-one can predict what 2021 holds. However, the one thing we do know for sure, is that how we make business decisions has to change and that those who challenge the complacency, the conventions, the contradictions and asymmetries in the categories in which they operate, are better set for success. Here are five brands we believe are worth watching in 2021. 19 Jan 2021 Read more

Challenger Type - The Real and HumanMaking person-to-person connections through real care and commitment 11 Dec 2020 Read more

Six Challengers who made things happen in 2020 - against the odds!This year has been one for the books. 8 Dec 2020 Read more

Challenger Type: The DemocratiserTaking something important, previously accessible only to the privileged, and making it available to a wider range of people 23 Nov 2020 Read more

Challenger Type: The People's ChampionStanding up for those who have historically been excluded to create meaningful, sustainable change. 9 Nov 2020 Read more

Eatbigfish launches Challenger ID in Africa with regional partner Delta Victor BravoThe interactive, digital programme introduces organisations to the dynamic Challenger mindset and behaviours. 14 Oct 2020 Read more

Challenger Type - The Enlightened ZaggerProvoking category norms to benefit more people


Simply, it's that simple. 7 Oct 2020 Read more


Challenger Type - The MissionaryChanging communities through an ambitious, relentless cause 16 Sep 2020 Read more

Challenger Type - The Feisty UnderdogThe chicken that crossed the road and lived to tell the tale. 20 Jul 2020 Read more

Challenger Type - The Dramatic DisruptorBreaking through by changing behaviour 1 Jun 2020 Read more

Challenger Type - The Irreverent MaverickWhen true irreverance makes for unshakable relevance 21 May 2020 Read more

Challenger Type - The Local HeroSometimes local travel, isn't about travelling at all. 28 Apr 2020 Read more

Challenger Type - The Next GenerationThe Next Generation challenger questions the appropriateness of the market leader - or even the whole category - for the times we live in today. It can elegantly position the incumbent as perfect for a time gone by, but new times call for new brands and services. The world's changing - let's move on, people! 25 Mar 2020 Read more

Challenger to Watch: RainChallenger Brands to Watch is our annual shortlist of the challenger brands we expect to make a huge impact in the year ahead. We handpick our challengers looking at various criteria including innovation, market differentiation, perceived momentum, scale and anticipated impact. 7 Feb 2020 Read more

What type of challenger are you?Who are you and what business are you going to be in 2020? Is next year your time to be a challenger? 27 Nov 2019 Read more

10 types of challenger brand strategyOverthrow II, by eatbigfish. and PHD Worldwide, explores 10 types of challenger strategy. 11 Nov 2019 Read more

6 misconceptions about challenger brandsSmall, scrappy underdogs, right? Disruptors? Challengers? Aren't they the same thing? With "challenger brand" returning 120 million results from Google this morning, it's no surprise that some myths and misunderstandings surround the topic. As a consultancy specialising in this subject, we've compiled a list of six of the most common we've encountered, and our experience of the reality. 1 Nov 2019 Read more

Intelligent naivety: The vitality of inexperienceIn our previous article, 'What is a challenger brand?', we described the Challenger Strategic Approach and the Eight Credos of successful challenger behaviour. 25 Oct 2019 Read more

What is a challenger brand?Reversing the food chain is never easy. This is especially true on the African continent where many categories are dominated by large legacy businesses. It's not just that these brand leaders are bigger and enjoy proportionately greater benefits; it's that the superiority of their advantage increases almost exponentially, the larger they get. 18 Oct 2019 Read more