M&M Meats Case Study

The Challenge

M&M Food Market (M&M) was developing a new brand strategy including a complete redesign of their retails stores. M&M had three critical objectives for success:

1.A new in-store customer experience that increased the visual interaction with the products to create the feel of a small European open air market
2.A tight renovation schedule to limit store downtime
3.Store signage that could be easily and inexpensively changed to regularly introduce new products


M&M worked with Astound Agency to redesign the brand and store design. As part of the project, McRae was asked to design compelling signage and lighting to achieve the desired objectives. McRae developed and produced a line of its signature fabric lightboxes in order to achieve the desired objectives through:

1. Luminescent fabrics and lighting creating imagery that makes the products appear fresh and compelling to purchase
2. Lightbox frames and designs that allow fabric imagery to easily be changed by any store employee
3. Utilizing McRae’s complete in-house capabilities, the lightboxes were designed and produced with very quick turnaround times


The initial trial involved five stores for re-design. The trial proved enormously successful with a same store sales increase on average of 5%. M&M is now in the process of implementing the new design across its remaining stores over the next four years.

Quote from McRae – “We were delighted to have the opportunity to work with M&M as part of their store re-design. In today’s challenging retail environment we were once again able to prove the power of lighting and sign design to drive a compelling consumer experience resulting in higher sales” said Bob Murray, CEO of McRae.

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