Make M&S A Saturday Dinnertime Favourite

Make M&S A Saturday Dinnertime Favourite, Marks and Spencers / Mindshare UK
M&S Food was a victim of its own success: terrific quality perceptions meant that shoppers only thought of them for special occasions and treats. By partnering with Britain's favourite TV show, we placed M&S in a shared family moment, showing people that it is a brand for families like theirs, with affordable food for all the family all the time. Sales rose and key perception metrics improved among shoppers who hadn’t previously considered regularly shopping at M&S.