Gather & Gather: From canteen to cuisine
Campaign details
Category name: Travel & leisureAgency: PearlfisherAdvertiser: Gather & Gather
Executive summary
In a highly congested and polarised market, and with a parent company heritage known for the cleaning and security industry, Mitie Catering Services’ love of food, unique approach, and industry-challenging aspirations were getting lost behind Mitie’s corporate brand.
Cue to Pearlfisher, to help the company devise a standalone brand through new positioning, name, and identity. This wasn’t simply about rebranding a contract caterer, it was about developing a consumer-focussed concept that works in equal measure for staff, clients...