M&S Food
Creating a splash in the health market with Gut Shot
The challenge: M&S Food approached us with their most ambitious product launch to date: the M&S Food x ZOE Gut Shot. Far more than just another health drink, this innovation represented M&S Food's strategic pivot toward becoming a destination retailer for health-conscious consumers.
Our approach: Health with vibrance
1. Disruptive
visual language
​
Breaking from M&S Food's traditionally refined aesthetic, we developed a vibrant visual identity that maintained brand quality while introducing unexpected energy.
This deliberate departure signalled to customers that something innovative had arrived on M&S shelves.
2. Clear benefit communication
​
A communication strategy
that quickly conveyed complex nutritional science in accessible, compelling terms. By simplifying the gut health message without diluting its scientific credibility, we ensured customers could instantly grasp why this product deserved their attention.
3. Seamless
customer journey
​
We mapped every touchpoint along the customer journey, from window displays that sparked initial curiosity to point-of-sale materials that converted interest into purchase. This created a cohesive narrative that built momentum as shoppers moved through the store.
The solution:
Making science irresistible
Distinctive pattern language: Transformed the Gut Shot bottle into a signature micro-pattern that became instantly recognisable across all communications, establishing a visual shorthand for the product that worked from a distance and up close.
Dynamic splash motifs: Visualised the product's vibrant flavours and energising benefits, creating a sensory experience before customers even tasted the product. These elements conveyed freshness and vitality that resonated with health-focused audiences.
Expert endorsement strategy: Leveraged the scientific credentials of Professor Tim Spector and the nutrition experts at ZOE throughout our messaging, balancing accessible language with scientific authority to build consumer trust.
Strategic store navigation: Created a pathway of discovery using strategically placed signage that guided customers directly to the product while building anticipation along the journey.
Multi-level messaging framework: Developed a tiered communication approach at different engagement levels, from quick benefit headlines for passing customers to deeper educational content for those wanting to learn more.
The results:
A healthy success
The M&S Food x ZOE Gut Shot launch exceeded all expectations. Early sales surpassed pre-launch forecasts by more than 75%, and in January 2024, M&S sold more Gut Shots than Coca-Cola and water – a remarkable achievement.
The campaign's effectiveness was further validated by industry recognition, winning Gold and Silver trophies at the London Design Awards in Campaign/Advertising and Promotional Communications Design categories, plus a Bronze award at The Drum Marketing Awards EMEA for Brilliant Use of Design/Brand.
“The ZOE POS has set a new gold standard for launching in-store. It's blown everyone away!”
Sharry Cramond, Marketing Director, M&S Food and Masterbrand and Director of Loyalty, M&S