CASE STUDY
Objective.
To ensure a consistent, scalable, and efficient approach to Mobile Ready Hero Image (MRHI) production across global Mars Snacking brands, Mars partnered with SGS to streamline workflows, standardise assets, and reduce redundant production efforts. This initiative focused on centralising the creative process while maintaining flexibility for local market needs.
Challenges & Considerations.
CHALLENGES IN EXISTING MRHI PRODUCTION
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• Decentralised Production Approach – Local markets commissioned MRHI creation separately, leading to inefficiencies.
• Inconsistent Visual Identity – Varying design quality and execution across regions weakened brand consistency.
• Extended Production Timelines – Lack of a standardised system resulted in slower turnaround times.
• Higher Production Costs – Duplication of work across multiple agencies increased costs unnecessarily.
• Lack of a Centralised Library – No easily accessible repository for ready-to-use, high-quality assets.
PROJECT OBJECTIVES
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1. Standardise the creative approach for MRHI assets while retaining flexibility for market-specific needs.
2. Implement an efficient, scalable workflow that reduces costs and speeds up time-to-market.
3. Ensure brand consistency across all Mars Snacking brands, aligning assets with e-commerce best practices.
4. Enhance access to MRHI assets by introducing a centralised library for global teams.
Approach.
PHASE 1: DEFINING THE STANDARDISATION STRATEGY
• Conducted a comprehensive audit of existing MRHI assets across Mars brands to identify inconsistencies.
• Partnered with SGS to develop a structured visual guideline for MRHI production, ensuring a consistent, premium look.
• Established creative best practices, ensuring that MRHI assets followed e-commerce standards, such as mobile optimisation, clear branding, and high-contrast packshots.
PHASE 2: PROCESS OPTIMISATION & EFFICIENCY GAINS
• Developed a new MRHI workflow where local markets provided a single, standardised brief to SGS, eliminating redundant efforts.
• Integrated a semi-automated production process, allowing SGS to generate variations quickly and efficiently.
• Ensured that final MRHI assets adhered to the new creative framework, guaranteeing consistency across regions.
PHASE 3: CENTRALISED APPROVAL & DISTRIBUTION
• Implemented a global approval process, allowing a core creative team to review and approve MRHI images before deployment.
• Established a centralised library via Lighthouse, where all finalized assets could be stored and accessed by teams globally.
• Trained regional teams on how to request and implement MRHI assets, ensuring smooth adoption.
The Work.
Results.
REDUCTION IN TURNAROUND TIMES
• The new process reduced MRHI production time by 40%, allowing faster campaign execution.
SIGNIFICANT COST SAVINGS
• Eliminated redundant agency work, leading to 20-30% reduction in production costs.
IMPROVED BRAND CONSISTENCY
• A single, standardised design approach ensured a cohesive look across global markets.
• Mobile-first optimisation improved e-commerce performance and brand clarity.
INCREASED EFFICIENCY FOR MARKET TEAMS
• Centralised MRHI library allowed teams to quickly access pre-approved assets without needing to commission new work.
SCALABLE & ADAPTABLE FRAMEWORK
• The modular approach ensured easy localisation while maintaining a global brand identity.
Key Takeaways.
FINAL DELIVERABLES & IMPLEMENTATION
1. New MRHI Guidelines & Templates
• Standardised specifications for packshots, branding, layout, and composition.
2. Optimised Mobile Hero Images (MHI)
• Ensured clarity and maximum visibility on small screens.
3. Centralised Lighthouse Library
• A structured asset management system, allowing teams to download pre-approved MRHI images instantly.
4. Training & Adoption Support
• Hosted regional training sessions to align all stakeholders on the new MRHI process.
Business Impact.
This project transformed MRHI production across Mars Snacking brands by introducing efficiency, scalability, and creative consistency. The new system streamlined workflows, reduced costs, and enabled faster execution, all while ensuring a high-quality, brand-aligned visual identity across global markets.​