MUSGRAVE
A future-fit brand and format for the innovators of grocery convenience
Household are long-standing agency partners for Centra and the Musgrave Group. Working with the business to evolve the brand and format experience, we designed Centra as a vibrant meal-inspired tasting destination for now and later.
Boosting freshness,
inspiring customers to
‘live every day’
Centra is well known and loved on the High Street, with an iconic identity and a loyal following nationwide.
Household evolved the brand and the in-store communications hierarchy to build on that iconicity, adding fresh energy and warmth to connect with both existing customers and the next generation.
Meal-building moments as Centra signatures
Centra is famous for its range of delicious meal solutions, with a quality, freshness and inspiration that deserved a bigger stage in store.
Household designed a suite of new in-store destinations tailored to specific meal-building missions. Spotlighting inspiration and time-of-day bundles, healthier and more sustainable choices, and Centra’s unmatched meal range to be the go-to whether picking up breakfast, lunch, or dinner for tonight.
‘Made for you’ convenience for foodies on-the-go
Centra’s deli offer is an Irish institution, but new omnichannel service and delivery options necessitated a customer journey rethink.
Household led a customer journey deep-dive to get under the skin of convenience missions and design the next-gen deli experience, optimising operational efficiency though digital ordering and rapid on-demand collection, whilst amplifying the food theatre and tantalising impulse Centra customers expect.
A smart and seasonal front of store, tailored to time of day
Centra is a brand built around freshness, flavour, energy and warmth, and the front of store is where customers feel it first. The opportunity was to design a retail experience that delivers a bolder brand welcome and a store more focused on the customer occasions that matter
Household completely redesigned the front of store, targeting specific time-of-day meal missions, with seasonal product edits, localised digital comms, fresh coffee and bakery bundles, and easy meal-building solutions to inspire and serve everyone on-the-go.
