M&S to Market Food and other Merchandise Under One Singular Campaign
Launching tomorrow (2 September), Marks & Spencer is to unveil their first ever unified brand campaign for both food and general merchandise (GM).
Titled 'Only M&S', the campaign aims to leverage the retailer's quality credentials to create a 'halo effect' that will encourage more shoppers to buy across the full range of the M&S offering.
M&S tested this idea with its Christmas campaign and discovered that consumers were "very comfortable" with the united approach. The new marketing drive, including a singular strapline, will now run across all its communications for at least 12 months.
Executive Director of Marketing and International at M&S, Patrick Bousquet-Chavanne, commented: "This autumn/winter campaign is one that unites for the very first time for the entire season our food and GM approach to consumers across all touch points under the 'Only M&S' banner executed in a very consistent manner."
He added: "The intrinsic values that they share is what the consumer recognises - that great innovation, quality and incredible value. This [marketing] platform brings this all together for the first time in a very visible way."