![](https://static.wixstatic.com/media/511b1a_45c6f3a355bc4daf99955951ac9dc3daf000.jpg/v1/fill/w_147,h_64,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/511b1a_45c6f3a355bc4daf99955951ac9dc3daf000.jpg)
M&S Hot Chicken
There’s a new chick in town
Chicken is as much a culture as it is a cuisine. Everyone loves it. Even better when you don’t have to cook it.
Enter M&S, with a new idea to dominate the to-go hot chicken market. Their vision was to launch a hot counter rotisserie in their Foodhalls like it’s never been done before, with a full-on-flavour meal deal. Complete with chicken plus sides, for one or the whole family.
They briefed us to bring it to life with a bold new brand identity, interior concept, packaging, menus and all the communication to go with it. After literally tucking in to get a taste of the market (don’t mind if we do), we created a unique positioning for the offering: A fresh spin on to-go chicken. The tagline? Let’s start a rotisserie revolution… that set the disruptive, fun TOV in motion.
‘Fresh’, ‘flavourful’, ‘just as you like’: these things dictated everything. A fresh colour palette of pink and green to pack a punch - not often seen in fast chicken - inspired by crisp salad greens and pickle pinks from slaw sides. A flavourful photographic approach of foodie flat-lay storytelling shots mixed with mouthwatering close-ups. And a just-as-you-like comms approach to make deciding ordering easier, showing customers how to build their combos. The vibrant, beautiful-crafted packaging made it fast to grab, go, and dig in.
Bringing it all together was our bold typography, where we used a combination of two primary typefaces to create intrigue and ‘mix things up’ - just like our proposition.
The result is a brand identity that’s as flavourful and delicious as the offering itself. What can we say… it’s a winner, winner!
![WEBSITE_HOT CHICKEN4.jpg](https://static.wixstatic.com/media/e52583_e20d590010cd4fd39f2115f331621e0d~mv2.jpg/v1/fill/w_180,h_94,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/WEBSITE_HOT%20CHICKEN4.jpg)
![](https://static.wixstatic.com/media/e52583_026f976d385d4fe882c22a66caa1e431~mv2.jpg/v1/fill/w_595,h_595,q_90/e52583_026f976d385d4fe882c22a66caa1e431~mv2.jpg)
![](https://static.wixstatic.com/media/e52583_891c24ce66dd4c8584152d6690211757~mv2.jpg/v1/fill/w_595,h_595,q_90/e52583_891c24ce66dd4c8584152d6690211757~mv2.jpg)
![](https://static.wixstatic.com/media/e52583_42306e86cab44484a455ef6f14a3b1ee~mv2.jpg/v1/fill/w_595,h_595,q_90/e52583_42306e86cab44484a455ef6f14a3b1ee~mv2.jpg)
![](https://static.wixstatic.com/media/e52583_588209932b6a4ae5a56be22dfdf53219~mv2.jpg/v1/fill/w_595,h_595,q_90/e52583_588209932b6a4ae5a56be22dfdf53219~mv2.jpg)
![WEBSITE_HOT CHICKEN11.jpg](https://static.wixstatic.com/media/e52583_afdf20e259c84ddcbe4e511e8dae29fc~mv2.jpg/v1/fill/w_180,h_94,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/WEBSITE_HOT%20CHICKEN11.jpg)
![](https://static.wixstatic.com/media/e52583_5f79078337584febafe4e69d013662bf~mv2.jpg/v1/fill/w_595,h_595,q_90/e52583_5f79078337584febafe4e69d013662bf~mv2.jpg)
![](https://static.wixstatic.com/media/e52583_a3cdcb08b8bf4c598583f8707a60cc45~mv2.jpg/v1/fill/w_595,h_595,q_90/e52583_a3cdcb08b8bf4c598583f8707a60cc45~mv2.jpg)
![WEBSITE_HOT CHICKEN15.jpg](https://static.wixstatic.com/media/e52583_48aaa343ed86460d9b1629cdbfd170fe~mv2.jpg/v1/fill/w_180,h_94,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/WEBSITE_HOT%20CHICKEN15.jpg)
![](https://static.wixstatic.com/media/d1cd76_1711c9a5f1534e59a160ebbd76a434fd~mv2.jpg/v1/fill/w_595,h_595,q_90/d1cd76_1711c9a5f1534e59a160ebbd76a434fd~mv2.jpg)
![](https://static.wixstatic.com/media/d1cd76_19d525edf1a14665b4dcc36490d85b14~mv2.jpg/v1/fill/w_595,h_595,q_90/d1cd76_19d525edf1a14665b4dcc36490d85b14~mv2.jpg)
![WEBSITE_HOT CHICKEN16.jpg](https://static.wixstatic.com/media/e52583_60d625b66ba04634b4cb6f8752e7debe~mv2.jpg/v1/fill/w_180,h_94,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/WEBSITE_HOT%20CHICKEN16.jpg)
![](https://static.wixstatic.com/media/e52583_729386ad257a42a9a782b9729cd4b1f1~mv2.jpg/v1/fill/w_595,h_595,q_90/e52583_729386ad257a42a9a782b9729cd4b1f1~mv2.jpg)
![](https://static.wixstatic.com/media/e52583_9973ea100675472eb2724bd81f36f2e0~mv2.jpg/v1/fill/w_595,h_595,q_90/e52583_9973ea100675472eb2724bd81f36f2e0~mv2.jpg)
“Whippet has lived, breathed (eaten) Hot Chicken for months. It’s been a wild ride creating this bold, amazing brand in our Foodhalls, but the team has been a true partner every step of the way. They get stuck in, rise to challenges, and always present solutions that bring the magic.”
​
Sophie Miller
Brand & Marketing Manager, M&S Food
![WEBSITE_HOT CHICKEN19.jpg](https://static.wixstatic.com/media/e52583_112a1202cfc74532bd88878291922e57~mv2.jpg/v1/fill/w_108,h_108,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/WEBSITE_HOT%20CHICKEN19.jpg)