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M&M Food market logo

Breathing New Life into M&M Food Market

An insights-led journey to revitalizing the M&M Food Market brand

A wooden plate of fried food, tomatoes and greens with mustard and ketchup.
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Situation

M&M Food Market, formerly known as M&M Meat Shops, is a Canadian chain of specialty frozen food stores.

In 2014, M&M Meat Shops started a journey to take a tired brand with a declining consumer base to a modern brand built for growth. With a willingness to take the time to do it right and build a future grounded in consumer insight, the new management team partnered with SW&A.  

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Process

SW&A embarked on a research journey with M&M Meat Shops that included consumer shop-alongs, collaborative online one-on-one interviews, and an in-depth segmentation study. Qualitative and quantitative research was conducted to identify who to win with and how to win. 

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Insights

Our research uncovered many significant insights for the client: 

 

The current M&M Meat Shop white packaging made decision making harder for consumers.

The in-store counter was polarizing and felt overwhelming.

The M&M Meat Shops name did not represent the breadth of the product offering.

The products needed to be recognizable and contemporized.

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Impact

A new food portfolio was created with 400+ packages redesigned, 200+ new products launched, and over half of the portfolio being new or reformulated. The retail network was also revitalized with rebranding and the new design. M&M Food Market has since seen an 8% increase in new and reactivated customers and a 4% increase in same store sales growth vs. the pre-campaign trend.

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Land Acknowledgement

Sklar Wilton is based in Toronto (Tkaronto). We acknowledge the land we stand on today is the traditional and unceded territory of many nations including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples and is now home to many diverse First Nations, Inuit and Métis peoples from across Turtle Island.  

We are grateful to have the opportunity to work on this land and recognize that we all play a role in the process of Truth & Reconciliation, including our ongoing journey to educate ourselves. Whose land are you on? Find out here

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