M&S Sparks:
Loyalty with extra sparkle

Skills:
Creative strategy
Brand positioning
Brand identity
Strapline and key messaging
Language and terminology
UX copy
CRM copy
POS copy
Press ad
Brand guidelines

In 2020, M&S relaunched their long-running loyalty scheme, Sparks, with a brand new proposition and benefits. The aim was to build some
buzz and make it the most exciting programme on the high street – encouraging both lapsed and new customers to view it in a fresh new light. I worked on the brand identity to bring this new digital first scheme to life..
Far from a traditional earn and burn points loyalty scheme, Sparks is all about richer benefits, like a charity donation with every shop and the chance to get whatever you’re buying for free. Communicating these benefits in the right way was key. My answer? The positioning line, ‘Good things happen every time you shop’. Alongside this, I created all key messages and a language and terminology guide, along with a comms framework and principles to outline which message should be communicated at each point in the customer journey. I then wrote all the copy for launch, including a national press campaign, all POS (and even the self-serve checkout voiceover!), as well as launch emails and all UX copy for the app.

Results: members grew from 7million to 11million!

This project was completed while at Whippet.