M&S Food came to us with a big festive brief – launch its new brand world while cementing M&S as the destination for all things Christmas. We needed to bring the refreshed identity seamlessly into the festive experience, build on the much-loved snowfall from 2024 and create an instantly recognisable symbol of gifting that would stand out in a crowded Christmas market.
A new brand world, wrapped for Christmas
We launched M&S Food’s refreshed brand identity within the festive campaign, combining the new grid system with magical snowfall to create a sophisticated foundation that felt fresh, festive and unmistakably M&S.
Putting a bow on everything
We put the bow and ribbon at the heart of the campaign, using festive red against winter white to create instant standout. More than decoration, it became a unifying device across categories – from food hampers and gifting ranges to clothing and home – making everything at M&S feel like a potential Christmas gift.
One M&S Christmas, everywhere
We brought the campaign together through quality-led photography, a warm and joyful seasonal tone of voice and a consistent visual language. From windows and POS to Christmas dinner, partywear, home and gifting, every touchpoint felt part of the same M&S Christmas world.
A gifting icon
Our bow and ribbon became an instant symbol of gifting, with festive red cutting through the snowy backdrop to create standout in store. Across the Foodhall, the motif made everything feel more special, desirable and gift-worthy.
Christmas, in M&S’ own words
We crafted a warm, inviting tone of voice that captured the joy and generosity of the season, making every touchpoint feel personal, celebratory and unmistakably M&S.
Making quality the hero
Our elevated photography showcased the quality and desirability of M&S Food’s Christmas offering, bringing a premium feel to the campaign and making the food every bit as tempting as the festive world around it.
COMING SOON
M&S Food Christmas 2025
Introducing a brand new world
"The Whippet team is an absolute joy to work with. They listen carefully, challenge us in the right ways, and always bring fresh thinking to the table. Their ability to understand our brand so deeply while pushing us forward creatively is exactly what we need. We couldn’t ask for better partners to bring our Christmas vision to life year after year."
Lauren O’Kelly
Head of Seasonal Events & Partnerships Marketing