Replaced the filter, but still no output from pump.
Removed pump and tested it manually - all OK.
Wrapped my head around the fuel line to the tank and blew down it - hmm, thats funny - not blocked but no bubbly feeling/sound. Like there's NO FUEL at the tank pickup.
Threw some more petrol in the tank and after about 20 seconds cranking I'm getting fuel delivery from the pump. put the hose back on it runs fine.
Guess I need to fix that dodgy fuel gauge

- having to get up and tow her home after her night shift is probably my karma for not fixing it sooner.
Thanks for the fuel in the oil tip Damo - I'll keep it in mind if the pump dies in the future.
Steve