Marks & Spencer: This is not just an advertising effectiveness paper, this is an M&S Food advertising effectiveness paper

M&S, a retail chain, grew the brand by reclaiming and refreshing a former, well known campaign over three years.

Campaign details

Brand: Marks & Spencer's FoodAdvertiser: Marks & Spencer'sEntrant: Mindshare / Marks & Spencer's / ITVCategory: Single MarketPrincipal author: Justin Clouder, Mindshare UKContributing authors: Willis Boxall, M&S Food; Beatrice Jones, M&S Food; Robbie Black, M&S Food; Kate Waters, ITV

This paper describes three years (2019-21) in which M&S Food reclaimed and refreshed a legendary campaign, building on what made it great while radically updating it for different times, challenges and competitors…in the middle of a pandemic.

We will show that it is possible to hold on to what is...

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