M&S Food:
An ownable everyday low price proposition

Skills:

Naming
Brand identity
Positioning
Press ads
POS

With a new price investment strategy in place, M&S Food wanted to challenge price perceptions and get customers to reappraise them for the weekly shop, given that many products they sell are surprisingly cheaper than people might think. But how to communicate this? My response was ‘Remarksable value’. Yes, yes, I know it’s pretty puntastic, but it totally hit the brief - to create something ownable in the crowded Every Day Low Price (EDLP) marketplace of supermarket comms. Playing on their own brand name, Remarksable Value communicates great prices on everyday products, with no compromise on value. The campaign has run in press, on TV, and continues to exist as an ongoing stream of comms in all stores as part of their EDLP strategy. In 2022, it was adopted into the Clothing & Home division too.

This project was completed while at Whippet.