M&S Food launches new campaign to promote its lower pricing
M&S is launching a new campaign this week that highlights its competitive pricing on a range of 240 grocery staples.
The move follows 18 months of the retailer lowering prices across its M&S Food offering and developing a “bigger and better range” in advance of the launch of its online grocery service with Ocado..
Using M&S’s existing Remarksable strapline, the current campaign will focus on everyday items such as bread, milk, cheese, eggs, salmon and mince as the retailer looks to persuade customers that M&S Food may be cheaper than they think.
Launched last year, Remarksable aims to encourage customers to do fuller, more regular shops at M&S.
M&S Food managing director Stuart Machin said: “We have spent the past 18 months continuously upgrading our quality and at the same time investing in price and now customers can see the result as 240 key staple items are the most competitively priced in recent history. We will never compromise on our quality but our strategy is to maintain our high sourcing standards whilst providing truly better value for customers and our early work is already starting to resonate.”
The campaign will include TV advertising and signage throughout the retailer’s stores. Customers can also pick up M&S’s dedicated in-store magazine, “What’s Fresh at M&S” for Remarksable product information and behind the scenes supplier stories.
In addition, M&S’s resident chef Chris Baber will share monthly recipe inspiration in the retailer’s “Feed Your Family M&S Food” content series, which showcases meal ideas for a family of four. The series will feature in the “What’s Fresh at M&S” magazine and across its social channels and website.
The retailer said a typical family basket of 20 staple products, including super soft sliced wholemeal bread, responsibly sourced Scottish salmon fillets and Select Farms white potatoes, now costs £26.66 compared to £33.79 in August 2019.
Sharry Cramond, M&S Food’s marketing director, said: “We want both our existing customers and new customers to see that whilst we won’t compromise on our high quality standards, our remarksable campaign shows we can deliver great products at fantastic value.”
