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...