Gather & Gather: From canteen to cuisine

This case study describes how Mitie Catering Services (MCS) successfully relaunched as Gather & Gather (G&G) with a new brand positioning and design at its core.

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...

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