M&S Food:
Quality campaign

Skills:
Campaign concepts
In-store POS
Press

M&S Food were facing stiff competition in the ready-meal category from the likes of Charlie Bigham, Deliveroo and other supermarkets. This nationwide, cross-channel campaign conveyed the second-to-none quality of M&S’s ready meals. I wrote the campaign line ‘Not all prepared meals are created equal’ which ran across press, in-store and TV, and wrote all accompanying in-store comms with qualifying claims to convey the quality and support the lead line. The campaign resulted in the biggest ever sales of prepared meals for M&S.

This project was completed while at Whippet.