M&S
Saturday night is a together time for British families. A time to sit down in front of the TV and share some delicious food. For M&S Food, which wanted to show that its everyday quality that was accessible to everyone, this was an ideal time to appear in the TV schedule.
M&S FOOD: BEING MORE RELEVANT TO MILLIONS OF FAMILIES
Challenge
M&S Food is famous for its great quality food, almost too much so since people tend to think of M&S for special occasions and treats and not everyday family meals.
We needed to connect M&S’s great food with family moments, without losing sight of what makes it so special.
Idea
It’s not enough to tell people that M&S has more family food than they realised. We had to be there with them, in shared family moments, showing that we are a brand for families like theirs across the country.
Delivery
We connected M&S with the country’s best-loved TV show, Britain’s Got Talent, making M&S Food a part of the Saturday night of millions of families. The partnership spanned TV, VOD, Social, BGT talent integration, product placement and in-store products and promotions. Percy Pig himself even auditioned in front of the 4 judges and a live studio audience!
Results
Sales of the featured products grew with many selling out as a result. Tracking showed significant increases in “for families like mine” and VFM measures without any decrease on already high-quality perceptions.