Reactivation of a household name retailer that has been unloved for too long. The aim was to re-energise the brand and change shopper perceptions of the retailer to make the shopping experience fun and engaging.
We stripped the problem back to basics and focussed on the Britishness of the brand, national pride, heritage and our unique sense of humour.
This helped us create a new ‘millets go’ strapline, mission statement and brand philosophy.
Everything from in-store and online marketing comms, packaging, vehicle livery, plus their own brand identity and positioning strategy was re-evaluated and re-designed before in-store trials in selected locations.
Executed store trials and tests of various branding elements, window displays, facias, and point of sale elements.
We also devised and executed a ‘campaign calendar’ of promotional events and themes throughout the year to serve as a basis for customer communication material.
