M&S Food: Creating a category of one
Roisin Robothan-Jones
Campaign details
Client: M&SAgency: RKCR/Y&RBrand: M&S Food
Summary
In 2013 the M&S Food brand was in a tricky position. The supermarkets were engaged in an aggressive price war in which M&S could not compete. Meanwhile its heartland of prepared meals felt out of step with the times, especially with the explosion of interest in scratch cooking and baking, an area that Waitrose had made its own.
M&S was an anomaly. It stocked no brands, and offered a tenth of the products available in big supermarkets such...