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Bringing to life the UK’s leading pulses and grains brand, increasing cooking at home through creating and trading an amazing retail food experience.

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An immersive taste experience

We worked on a long term retail strategy with Merchant Gourmet, the UK’s best selling pulses and grains brand, to help more consumers, retailers and trade partners taste, appreciate, consider and buy more frequently as part of everyday cooking.

By creating and trading a food retail experience, we gave consumers the best possible environment to taste, understand and purchase the brand.

As a functioning restaurant and takeaway, as well as a brand immersion centre, the dining experience also focused on delivering a commercial return.

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Key stats

+30,000 dishes served

+ Shop-in-shop and pop up retail activations

2 new retail listings with multiples

16m reach

Concept rolled out as supermarket shop-in-shop

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What problems are we solving?

  • Consideration and appreciation of a healthy, but little-known product – providing a paid for dining experience.

  • Retail listings, enabling greater distribution and reach– creating a brand immersion centre at the heart of the experience, enabling listing in 2 new multiples and 255 new convenience stores.

  • Retail-led longevity of brand marketing – rolling out the concept as a shop-in-shop with one of the UK’s best known supermarkets.

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What are we most proud of?

  • Taking a branding awareness and marketing challenge and solving it through paid for retail experiences.

  • Creating, trading and engaging a great team to conceive and launch a new restaurant concept.

  • Successfully driving additional retail listings for the brand, to accelerate its growth.

  • Commercially proving the business case in order to expand the format as a shop in shop concept with a supermarket partner.

What do our Partners say?

What better way to inspire people than to come here and try these products? Its been amazing !

James Kowszun

Leathams Managing Director

We spent many years trying to figure out how to take MG to the masses, and this is that; its allowed us to smash it !

Clive Moxham

Leathams Commercial Director

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More info?

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