Convenience rules at M&S Food
M&S invented chilled convenience food with its pre-made chicken kiev in 1979. Over the next 40 years the rest of the market caught on, with competitors and takeaway delivery services crowding the market. The time was right for a new campaign, redefining the brand’s point of difference, with a focus on quality and authenticity, to challenge the perception that ‘ready meals are bad’.
Review, define, refine
This was a huge campaign for M&S, covering touchpoints throughout all stores, online and in traditional media. So we needed to make an impact. We conducted a review of the category, marking out M&S’ points of difference and crafting those into three memorable proof points, with a bold, qualifying campaign line that underscored the brand’s prominence. The client loved our idea so much that they used the line for their TV ad as well.
Focus on quality
We wanted the look and feel to speak to the food’s quality, so we used M&S’ master brand colour – black – for maximum richness. With a focus on ingredients, we art directed the mouth-watering photography, created a lock-up of the campaign line and claims, and designed a full PoS kit for across the whole customer journey, from windows to shelf edge. Then we overlaid a value-driven promotion to drive footfall and sales, and developed press ads to support the campaign. From the flame-like shading behind the type to the detailed ingredient shots, every part of the creative harked back to the brand’s commitment to quality.
Best ever results
The campaign delivered fantastic results for M&S, with the highest ever market share, outperforming the last five Chinese New Year campaigns.