Case Study Gorillas
M&S FOOD
Disciplines
- Growth Strategy
- Brand Strategy
- Pricing Strategy
- Comms Strategy
- Measurement
Scope
- Scope
- Pricing strategy
- Scope
- NPD input
- Scope
- Weekly relevance
From for best to for today.
People already loved M&S Food. The issue was not awareness, but occasion. The brand was over-associated with special moments when the business needed greater relevance in everyday life. The work reached beyond communications into pricing, product, range, NPD, and how the brand showed up in weekly decision-making.
Contact
The Problem
Business problem: strong affection without enough everyday relevance.
Changing the Frame
Strategic move: shift the brand from special occasion to regular consideration.
Making It Hold
Role: pricing strategy, growth strategy, brand strategy, comms strategy, and measurement.
Outputs: occasion framing, proposition input, and integrated comms guidance.
What Moved
Outcome: a clearer path to everyday frequency and broader category role.