M&S had its sights set on the to-go hot chicken market, with a new rotisserie concept for its Foodhalls. The ambition was to create a full-flavour meal deal that felt fresh and distinctive, while giving customers a quick and satisfying option that hit the spot.
Tasting our way through the competition
We tucked in – tough job, but someone had to do it – tasting our way through the to-go chicken market to understand the competition and uncover where M&S could do something genuinely different.
Starting a rotisserie revolution
We landed on a distinctive position: ‘A fresh spin on to-go chicken’, backed by the rallying cry ‘Let’s start a rotisserie revolution’. Together, they set a bold, playful direction for the brand from the start.
Fresh. Flavourful. Just as you like.
We built the concept around three simple principles: Fresh, Flavourful and Just as you like. These became the framework for every design decision and message, keeping the whole experience focused and consistent.
Chicken, but make it pink and green
We shook up category conventions with fresh greens and pickle pinks – colours rarely seen in fast chicken but perfectly at home alongside crisp salads and vibrant slaws. Two contrasting typefaces added attitude, creating a distinctive identity that deliberately mixed things up.
Making every combo look irresistible
We developed a dual photography style, combining foodie flat-lays with mouthwatering close-ups to capture both the complete meal and the delicious details. Our ‘Just as you like’ communications made choosing simple too, showing customers how to build their perfect combination without overwhelming them with choice.
Good to go
We brought the identity onto vibrant, beautifully crafted grab-and-go packaging designed to make the experience quick and convenient while turning every pack into a piece of brand communication.
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!
M&S Hot Chicken
A clucking success
Sophie Miller
Brand & Marketing Manager
"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."