M&S Food
Walking in an M&S wonderland
The Challenge: Our brief was simple – create the most Christmassy M&S Christmas of all. The festive season is BIG at M&S, and we needed a campaign with all the sleigh bells and whistles to reflect that, while building on the success of previous years and delivering a truly magical experience across all touchpoints.
Our approach: Sprinkling magic throughout the brand
1. Evolved the successful colour palette
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We took the ever-successful navy colour scheme from the previous two years and transformed it into a blank canvas for our dreamy gold, sharp pink, and snow-white shimmer, creating an instantly recognisable yet fresh festive aesthetic.
2. Crafted premium typography
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A bespoke luxurious typeface was created especially for the season and took center stage, adding a premium look to all communications while maintaining brand consistency.
3. Enhanced the brand voice
We elevated the iconic warm tone of voice with a sprinkle of magic, creating a distinctive seasonal personality that resonated across all customer touchpoints.
The solution: Creating a festive wonderland
Immersive in-store experience: From decked displays with giant bows to huge hanging present centerpieces, we elevated the M&S look and feel to create a memorable wonderland across the Foodhall, fashion departments, and everywhere in between.
ATL campaign integration: Taking inspiration from the above-the-line campaign, our Christmas Fairies cast their magical spell on the identity, ensuring consistency while giving it a real sense of enchantment.
Sparks 12 Days of Christmas: We helped customers unlock a little more magic with the Sparks 12 Days of Christmas Advent Calendar, delivering everything from concept creation and campaign look and feel to every asset across the digital journey and all promotional material in store.
Digital journey: The festive joy extended seamlessly across all digital platforms, creating a cohesive experience whether customers were shopping in-store or online.
Promotional materials: All promotional touchpoints incorporated the magical aesthetic, ensuring the campaign created a consistent and immersive brand experience
“Creating the Christmas scheme for M&S is the biggest event on our calendar. Being able to bring the magic alive is what makes it all so fun and exciting for customers, clients and ourselves.”
Ashley Hodge, Design Director, Whipper