M&S Food: Adventures in growth

This case study describes how M&S Food, a premium food retailer in the UK, launched a campaign to reposition itself, better target consumers and return to growth.

M&S Food: Adventures in growth

Principal author: Alison Hoad, RKCR/Y&RContributing authors: Joanna Bamford, Joanna Bamford Consultancy; Roisin Robothan-Jones, RKCR/Y&R

Creating a new category to outperform the category

M&S Food was perilously close to falling into decline. It was being repositioned by the market – squeezed by both specialists at one end and discounters at the other.

So we set M&S apart from the market by creating a category of one.

The resulting campaign – 'Adventures In….' has helped justify M&S's price premium and inspired people to visit more often & spend more.

M&S has not only returned growth, but pulled away...

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