Case Study: CCS McLays boosts retail brand awareness with Gasp

CCS McLays becomes top-of-mind in retail with Gasp’s distinctive brand campaign

CCS McLays, a major independent supplier of in-store consumables and retail packaging, faced a significant challenge with low brand awareness in its market. Despite having a strong sales team, the company was largely unknown to potential customers and needed a distinctive campaign to get noticed. They hired the marketing vendor Gasp to develop a strategy and implement a memorable brand communications campaign.

Gasp conducted comprehensive qualitative and quantitative research to develop a big idea: positioning CCS McLays as "The detail behind the retail." The solution included creating a distinctive verbal and visual identity, which was rolled out across various channels. A highly memorable highlight was a "Toilet Takeover" sponsorship at a major retail event, which generated excellent feedback and significant industry recognition. While final results are still pending, the client praised Gasp for their exemplary detail and collaborative approach, feeling the vendor became a true extension of their team.

CCS McLays