M&S Hot Chicken
There's a new chick in town
The challenge: M&S had a bold vision: dominate the to-go hot chicken market with a rotisserie concept unlike anything before in their Foodhalls. They needed a full-flavour meal deal experience that would hit the spot for its customers and their needs.
Our approach: A fresh spin on fast food
1. Market immersion
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We tucked in (tough job, but someone had to do it), tasting our way through the competition to identify gaps and opportunities in the to-go chicken landscape.
2. Disruptive positioning
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We established a unique brand position: "A fresh spin on to-go chicken" with the rallying cry "Let's start a rotisserie revolution" – setting a bold, playful tone from the start.
3. Three-pillar strategy
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We built everything around three core principles: 'Fresh', 'Flavourful', and 'Just as you like', creating a framework that informed every design, decision and message.
The solution:
A Rotisserie Revolution in Pink and Green
Unexpected colour palette: We shook up chicken category conventions with fresh greens and pickle pinks – colours rarely seen in fast chicken but perfectly aligned with crisp salads and vibrant slaws.
Storytelling photography: Developed a dual photography approach – foodie flat-lay storytelling shots mixed with mouthwatering close-ups – showing the complete meal experience and irresistible details.
Choose-your-own-adventure: Simplified decision-making with a "just-as-you-like" approach to communications, showing customers how to build their perfect combos without overwhelming choice.
Grab-and-go packaging: Designed vibrant, beautifully crafted packaging that made the experience fast, convenient, and Instagram-worthy, functional for customers and promotional for the brand.
Typography with attitude: Combined two primary typefaces to create intrigue and "mix things up", reflecting the proposition while establishing a memorable typographic identity.
The results:
A clucking success
The resulting brand identity is as flavourful and delicious as the offering itself – distinctive, disrupting category conventions while perfectly complementing M&S Food's premium positioning. The rotisserie concept stands out in the crowded Foodhall environment and gives M&S a competitive edge in the growing to-go chicken market. What can we say? It's a winner, winner!
“Whippet has lived, breathed (eaten) Hot Chicken for months. It’s been a wild ride creating this bold, amazing brand in our Foodhalls, but the team has been a true partner every step of the way. They get stuck in, rise to challenges, and always present solutions that bring the magic.”
Sophie Miller, Brand & Marketing Manager, M&S Food