M&M Food Market l Brand Transformation

Our Brand Transformation Journey

!""#$%&$"'"()%"$)*#$+"(,%)',-"$%."$/0/$

1+)*#$&22"+,*3

4+&5*#"#$,*$)$6&78"'',*39$

#,22"+"*%,)%"#$1+)*#$8+&7,:";

<$6&*:57"+$,*:,3.%$#+,("*$)88+&)6.$=):$5*#"+%)>"*;

!""#"#$%&$"*"+3,-"$1&%.$2+)*6.,:"":$)*#$6&*:57"+:;

Challenges and Opportunities

Observations: High Aided Awareness

Total Unaided Awareness of M&M Meat Shops has been on a downward trend since the 90’s

Observations: Losing Relevancy

Challenges

Observations: Not Getting Credit for Value and Quality

!

Opportunity

Opportunity: Refreshed contemporary packaging that communicates a fresh tasty healthy offering.

Observations: Shop-ability a Challenge

"

Observations: Image is Dated

#

Challenges Opportunity

sObservations: Brand Experience Inconsistency

$

OpportunityChallenge

Observations:Sterile Store Environment

%&

Defining the Solution

?",*(,3&+)%"$%."$/0/$1+)*#$1@$15,'#,*3$)$6&*:57"+$'"#$&+3)*,-)%,&*$%.)%$1+,*3:$&5+$1+)*#$8+&7,:"$%&$',2"9$"("+@#)@9$,*$

"("+@$,*%"+)6%,&*

A78+&("$&5+$A78+&("$&5+$B&&#$0$C+&#56%$B&&#$0$C+&#56%$

C&+%2&',&$

A78+&("#$A78+&("#$D5:%&7"+$D5:%&7"+$EF8"+,"*6"

A*6+"):"#$/>%3$A*6+"):"#$/>%3$E22,6,"*6@$)*#$E22,6,"*6@$)*#$

A78)6%G5,'#$&5+$G+)*#

Marketing & Tech Services 5 Year Vision

<$')+3"$7)+>"%$"F,:%:$<$')+3"$7)+>"%$"F,:%:$2&+$=.)%$/0/$.):$%&$&22"+;

%'

H."$="">*,3.%$7")'$6.)''"*3"$:%,''$"F,:%:H."$="">*,3.%$7")'$6.)''"*3"$:%,''$"F,:%:/&:%$8"&8'"$)+"$7)>,*3$7")':$)%$.&7"H."$="">*,3.%$7")'$6.)''"*3"$:%,''$"F,:%:/&:%$8"&8'"$)+"$7)>,*3$7")':$)%$.&7"/&:%$8"&8'"$)+"$7)>,*3$7")':$)%$.&7"I

<!JI

2+&-"*$8')@:$)$+&'';$$

M&Mhashighawarenessandpurchaseintentbutisnottopofmindforeverydayfoods.

H."+"$,:$)*$&88&+%5*,%@$%&$#,22"+"*%,)%"$H."+"$,:$)*$&88&+%5*,%@$%&$#,22"+"*%,)%"$&5+:"'(":$%.+&53.K$&5+:"'(":$%.+&53.K$! B&&#$L5)',%@!

B&&#$L5)',%@D&*("*,"*%$65:%&7"+$"F8"+,"*6"

!D&*("*,"*%$65:%&7"+$"F8"+,"*6"M)+,"%@

@*A2>*8,1/28-*0212*.4238.;.24*9,-24*:3*,88.8642*8:0,14-*7::A.3/B;1:C23*;::4?

G5:@$N,%6."*$E*%.5:,):%:E*%.&5:,)7": 7),:

&6658O:

H,+"#$P2$D&&>,*3B)%,35O: #"$65,:,*"+

Q.&+%RD5%%"+:C+"**"*% #":$+)66&5+6,:

4?PS /<A!H<A!

Defined Target Consumer Segments

Defined Position

Identity Exploration

Final Identity

Two Potential Brand Experiences

Concept 1: Kitchen Concept 2: Timely

Timely Digital Walkthrough

Kitchen Digital Walkthrough

Results

New Packaging

Improving Food PortfolioGGT B)'' U&',#)@ U")'%.@$

Increased Market Impact

'@

New Website

The foundation has been laid….

2015 Journey Recap

Corporate Identity Refreshed

‘Who to Win’ With Defined

Branded Retail Vision Created

Customer Experience Defined

NEW DESIGNStores Open

Sep 2015

Aug 2015

May 2015

Apr 2015

Feb 2015

Oct 2015Food Strategy

Dec 2015

Creative agencyselection

Jan 2016New store format roll-out

Feb 2016

Meal Advisor DNAAnd training

Mar 2016Exterior signage &Uniform program

Summer 2016

Brand re-launch

THANK YOUThank You

Questions?