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
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
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
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 category conventions with fresh greens and pickle pinks – colours rarely seen in fast chicken but scrumptiously aligned with crisp salads and vibrant slaws.
Storytelling photography: We 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: Vibrant, beautifully crafted packaging made the experience fast, convenient, and Instagram-worthy, functional for customers and promotional for the brand.
Typography with attitude: We 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 – 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