M&S : Cook!

Following a poor initial response to the launch of Cook!, a new range of ready prepared meals, CIR were asked to evaluate consumer response to the proposition.

Results indicated the category was poorly sited and the concept badly communicated. Along with the product being moved and re-merchandised, we provided a new suite of POS and a strategy to better communicate the proposition. A 6% up-lift in sales was achieved almost overnight and the POS was rolled out across the entire estate.