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M&S Food
Introducing a brand new world
M&S Food asked us to create a Christmas 2025 campaign that would launch their new brand world while cementing their position as the destination for all things Christmas. The brief was to introduce the refreshed brand identity seamlessly into the festive experience, build on the beloved snowfall from 2024, and create an instantly recognisable symbol of gifting that cuts through the festive marketplace.
Creating gift
sentiment across
categories
The bow and ribbon motif wasn’t just a decoration, but a strategic tool that transformed how customers perceived the entire M&S offering. From food hampers to clothing gift sets, home accessories to dedicated gifting ranges, the recurring bow created a sense of occasion and gift-worthiness across every category. Everything at M&S became a potential gift, beautifully wrapped in festive magic.
Just as in 2024, we ensured the creative scheme worked cohesively across M&S. The combination of magical snow, festive red accents, and the new grid system created a unified visual language that customers experienced whether shopping for Christmas dinner, party outfits, home decorations, or gifts.
The solution:
A fresh chapter in
M&S Christmas magic
The gift icon: Our bow and ribbon became the instant symbol of gifting, creating emotional resonance and encouraging customers to see the full range as gift-worthy.
Tone of voice: We crafted warm, inviting messaging that captured the joy and generosity of the season, making every touchpoint feel personal and celebratory.
Clear creative strategy: Festive red bows cut through the snowy backdrop, creating unmissable standout moments in-store.
Premium presentation: Our elevated photography approach showcased the quality and desirability of M&S Food’s Christmas offering, reinforcing the brand’s premium positioning.
Gift sentiment everywhere: The bow motif elevated the entire M&S Food Christmas experience, making everything feel special and gift-worthy across the Foodhall.
“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.”​
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Lauren O’Kelly, Head of Seasonal Events & Partnerships Marketing, M&S Food
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