M&S Food: Creating a category of one

This case study shows how M&S Food, a British supermarket brand, successfully rebranded its own image towards building a stronger identity and grow its sales.

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...

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