What does it take to build a creative culture that lasts? CMO Sandie Dilger shares how Proper turned culture into a commercial advantage - from lunch-table rituals to balloon-filled pitch decks.

Welcome to the Marketing Hustle - a podcast about the real work behind building bold brands. We go behind the scenes with founders and marketing leaders to hear honest, unfiltered stories of what actually drives growth and cuts through the noise to build something that lasts.

In this episode, Sandie lifts the lid on Proper Snacks’ iconic creative culture. From theatrical trade pitches to free vegetarian lunches that bring everyone together, every detail is designed to spark creativity and connection.

We explore what it really takes to scale culture without losing what makes it special and how creative leadership can be your biggest competitive advantage.