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Y&R London

Core disciplines: Advertising/Creative, Brand strategy, Integrated marketing

M&S Food

The Challenge

In 2014 M&S faced increasing threats from discount supermarkets. Food retail communications were increasingly ubiquitous and price led. M&S needed to remind customers of the breadth of their special, different and new foods to get them into store more frequently.

The Solution

Through a repositioning of the food section to a ‘Food Hall’ and by differentiating M&S as creative, passionate and innovative food experts, we creating the ‘Adventures in’ campaign, to reinforce its position as a destination food retailer.

The Results

The campaign was transformational. In one week, passion fruit sales doubled, Gastropub runny scotch eggs were up +100% and over 100,000kg of potatoes were sold. The iconic new Jaffa Sphere dessert also sold out within 24 hours of the campaign launching with suppliers having to double production to meet demand.

More importantly, it surpassed its objective, delivering 1.4 incremental visits per customer (against a target of 1.0) in the first 12 month and an estimated ROI of £8.30 for every £1 investment. M&S Food sales grew at 4% per year in a declining market.

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