M&S Food
Fresh market revolution: Reimagining the grocery experience
The challenge: M&S Food was facing increasing competition in the premium grocery space. They needed to elevate their in-store experience while maintaining their reputation for quality. The brief was clear – create a store concept with "the mind of a supermarket, and soul of a fresh market" that would attract new customers while delighting loyal shoppers.
Our approach: Breaking the mould
1. Category-specific design language
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We treated each department as a distinct entity, developing visual languages tailored to individual product categories. This created an eclectic, market-like atmosphere while maintaining the cohesive M&S brand identity.
2. Local relevance, global standards
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We crafted localised campaigns for each new concept store, including targeted press and outdoor advertising that resonated with community values while showcasing the enhanced shopping experience.
3. Bold visual disruption
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We pushed beyond traditional supermarket aesthetics with larger-than-life graphics, vibrant colour schemes, and innovative display solutions that grabbed attention and encouraged exploration.
The solution: A market-inspired transformation
Department-specific identities: Develop custom typography, colour palettes and visual elements for each category to reflect the unique character of the products; from artisanal bakery treatments to farm-fresh produce aesthetics.
Immersive navigation system: Designed intuitive wayfinding that guided customers through the new layout while highlighting seasonal offerings and local specialties.
Flexible campaign framework: Created an adaptable marketing system that allowed for customisation across different locations while maintaining consistent brand messaging and quality perception.
Digital integration points: Strategic placement of digital touchpoints enhanced the shopping experience with product information, recipe suggestions, and local sourcing stories.
Community connection zones: Dedicated areas highlighted local suppliers and regional favorites, strengthening community ties and emphasising M&S's commitment to locality.
Sensory-rich environments: We incorporated multi-sensory elements including specialised lighting, material textures, and atmospheric design to enhance product appeal and create distinct shopping zones.
The results
A surge in sales: Our reimagined concept delivered exceptional performance from day one, with the Hempstead Valley launch store seeing a 46% increase in overall sales within just two weeks of opening. Product volume increased by 60% across departments, with the bakery section experiencing a remarkable 300% sales growth.
“Whippet totally understand what drives customers, so their solutions always work. Plus, they're a great bunch of people to work with, always willing to go the extra mile.”​
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Sharry Cramond, Marketing Director, M&S Food and Masterbrand and Director of Loyalty, M&S