For 2024, Marks and Spencer wanted a summer campaign to make its stores the essential destination for the season. And since the campaign would launch in April and run until September, that meant creating a flexible identity that would stay fresh all summer long.
We wanted our response to champion the colour and quality of seasonal British produce in M&S Foodhalls. This led us to a simple but powerful campaign concept: “celebrate seasonal,” with a visual identity inspired by the look and feel of fresh markets. A rich, grassy green became our hero colour, accented with sunny yellow to evoke the energy of summer. A crinkled brown paper texture completed the look, bringing an artisanal aesthetic to our design.
Photography played a key role; close-cropped images highlighted the colour and lushness of seasonal favourites like Red Diamond™ strawberries and Isle of Wight tomatoes, creating a sense of vibrance and abundance. We also used this style to introduce the farmers who grew these crops: close-up photography showed the hands of the people behind the produce, while punchy messaging explained the farming methods that create incredible flavour and quality. This storytelling also gave the campaign a feeling of delicious authenticity.
In-store POS offered more opportunities to push the celebratory, fresh-market feeling. Bunting and wooden crate props for store windows made summer feel like a major event, while dedicated displays drew customer eyes to “fresh market specials,” spotlighting in-season produce. Our designs even took centre stage as part of Marks and Spencer’s exhibition space at this year’s Taste of Dublin food festival.
Our in-store comms also prominently featured chef Tom Kerridge, the face of the Farm to Foodhall campaigns, to support cross-channel messaging.
M&S loved this campaign from the first moment they saw it. They fully embraced the creative, helping us stay true to our vision from concept to final rollout. And because our identity could flex to support whatever food was currently in season — both literally, in terms of produce, and for key moments like “barbecue season” — there was always something fresh for customers to find in store.
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