M&S is stepping up its drive to attract shoppers to its food stores with a new campaign that aims to highlight the more competitive pricing of its everyday groceries.
The ‘Re-Marks-able Value’ campaign launches tomorrow, with the tagline set to be used across everything from shelf edge ticketing through to social media.
The retailer stated that to qualify as Re-Marks-able value, each featured product or range has been price benchmarked against key competitors and must also uphold an M&S’ quality point of difference, such as its Milk Pledge promise to pay dairy farmers a fair price through to its Select Farm sourcing, which guarantees all its fresh food comes from farmers it knows and trusts.
The launch of the campaign follows M&S’s investment in improving the competitiveness of its grocery offer as part of its turnaround plan. In the last year, M&S Food has lowered prices on over 500 lines with the retailer focusing recently on price reductions on staple products such milk, bread, pasta, and meat.
Stuart Machin, Managing Director of M&S Food, said: “Re-Marks-able is part of our plan to debunk the myths about our prices, as we know customers’ perception doesn’t always match the reality.
“M&S Food is changing fast and our value is increasingly competitive, especially on the everyday products families shop most often. But as we change, we’re protecting the things customers love about M&S and that means never compromising our outstanding quality or sourcing standards, because it’s those features that make M&S value Re-Marks-able.”
As well as digital content, social media and print advertising, the retailer stated a major focus of the campaign would be on in-store activation across its 564 wholly-owned Food and full-line stores. This will include the creation of Re-Marks-able hot spots in-store to highlight the value in key categories.
