The Challenge 

The UK economy is experiencing its worst recession in 300 years due to the unprecedented effects of COVID-19. Restrictions and lockdowns have had detrimental consequences on the UK food industry; an industry that has the highest concentration of ethnic minority-led small businesses. 

In addition to the challenges, ethnic minorities have reportedly been hit hardest by the pandemic. 

The Opportunity​ 

In partnership with The Drum, Facebook and General Mills, we are a group of marketeers with a shared ambition to bring positivity to small business owners from ethnic minority backgrounds during these uncertain times. 

We are launching a competition for small business owners to receive press coverage and advertising spend from The Drum and Facebook, as well as access to the prestigious 301 EXT; the European venture capital arm of General Mills, the company behind brands like Häagen Dazs and Cheerios. 

The Not Just Campaign

Despite the challenges caused by the pandemic, we want to support the individuals behind ethnic minority-led small businesses within the UK food industry by providing access to critical resources to enable growth, while highlighting the incredible products and services they offer. 

UK small business owners from ethnic minority backgrounds are ‘Not Just’ a stereotype, but dynamic individuals. He is ‘Not Just’ a black man, it is ‘Not Just’ a restaurant, and it is ‘Not Just’ a business. 

Join us to showcase that minority led businesses  are NotJust what we see on the surface

but a pillar of our community

to unleash the power of collaboration


Sign up to our bulletin to find out more about the competition and upcoming opportunities.

  • Partnership proposals from brands and entrepreneurs

  • Tips and resources from UK business associations

  • Expertise from business management professionals

  • Sources for training and development




Enter for the once-in-a-lifetime opportunity to boost reach for your business and take it to the next level through expert mentorship and advertising support.


Tell us about your business and its impact in 250 words below. We will select 3 winners who will receive access to accelerator mentorship, social advertising resources, influencer reach, and editorial support from The Drum in 2021.


A series of private mentoring sessions from top business talents from General Mills - the company behind iconic brands like

Haagen-Dazs, Old El Paso or Cheerios. Discuss your business challenges, learn from their wide experience, and accelerate your company’s results with tried-and-tested approaches to business.

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301 INC - General Mills
Uncle John's bakery

In partnership with

The Drum x Facebook x General Mills




It started as a challenge to change the world. Five strangers with a common goal - to use marketing for good.


The Drum brought us together to support the growth of minority-led SMEs and the idea for the 'Not Just' campaign was born. We have a clear goal and are determined to hit it. Join us in creating life-changing opportunities for UK entrepreneurs from ethnic minority backgrounds.


Let’s change the world together.

Emma Luxton
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André Campbell
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André has spent over a decade building brands that matter across the technology, advertising, automotive and public sectors. Currently, André is Partnership Lead at the Mercedes-Benz EQ Formula

E Team - an all-electric street racing team and catalyst for sustainable transportation and more livable cities. André’s commitment to building strategic partnerships that deliver positive social and commercial impact has run through his previous roles at Wolff Olins, Microsoft and HyperloopTT.

Jade Nodinot
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Jade is a multi-disciplinary creative mind with Graphic design as her craft background. She earned her skills working in advertising and marketing. Creating national campaigns for the BRITs, Mastercard, Entyvio or more recently helping brands such as FedEx and Rolex gain digital visiblity. Jade is passionate about female empowerment and her personal work tries to break the taboos around women sexuality and women femininity. Her universe is bold
and colourful.

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Shanice Mears
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Shannie is the co-founder & head of talent at The Elephant Room alongside iris worldwide's Former CEO Dan Saxby which has been going since 2017. She has previously assisted on supporting brands such as Adidas and Britvic to find talent for global commercials, not only has she been the face of the official U.K campaign by Linkedin. Her passion to lead and change the industry has led her to where she is now, not only was hse name 35 under by Management Today but she is also Future female for Adweek 2020

Fatima Diez
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Fatima’s career has focused on international F&B marketing. She joined Five Guys UK back in 2015 and contributed to its success as the UK’s
favourite eating out chain, also launching the brand in France, Spain, and Germany.
Previously she managed UK&I as part of the Burger King marketing team. She has beenrecognised as one of the most promising marketers under 30 globally.