In the absence of major events to inspire shoppers this year, M&S has launched a new campaign designed to put its food at the heart of everyday occasions.
Leveraging M&S's reputation
The new campaign to "Make Today Delicious" seeks to build on the retailer's reputation as a destination for special events by showing shoppers how they can use its food to make everyday moments more special. Last year M&S was among the most successful retailers at capitalising on the summer of events to drive sales by emphasising its British heritage.
Umbrella campaign for all M&S marketing
"Make Today Delicious" will act as an umbrella campaign for all M&S Food marketing covering print, online and TV. It will cover all types of communication from health to scratch cooking and the popular Dine In promotions. Anna Friel provides the voice for the first TV ad which features a couple barbecuing burgers on their rooftop patio and promotes a '3 for £10' deal across M&S's grill range.
"Transforming the mundane into something special"
Commenting on the thinking behind the new campaign, executive director of marketing Steve Sharp said: "Spending time with friends and family is a priority for our customers, but with no major national celebrations this year they’re placing even greater emphasis on personal, more everyday events. Food is being used as a way to bring people together and make those moments more memorable – be it a BBQ, a picnic or a Sunday roast. This campaign taps into this trend – showing exactly how great food can transform the mundane into something special.“
For more insight into how you can create marketing opportunities from events, click here for our "Driving sales through events and special occasions" special analysis.