Magazine article Marketing

Recall: Adwatch 24.09.08 - Marks & Spencer

Magazine article Marketing

Recall: Adwatch 24.09.08 - Marks & Spencer

Article excerpt

The brand's latest food ads show it has the finesse to balance quality and value.

Further back than I care to admit, in my student days, I stacked many a shelf at this fine establishment.

Back then, M&S was not known for leading with a value message. But times change. The reverberations of the credit crunch can now be felt at the core of every campaign and seen in every media channel, and it is interesting to see how companies are balancing the tightening of belts with the maintenance of brands.

M&S, it seems, is doing a pretty good job. This ad promotes an offer on two mains, two desserts and a bottle of wine for pounds 10. With beautifully shot close-ups of the products, the voiceover tells me it's not just a night in, it's an M&S night in, and soon I'm tempted to swap my Friday-night curry for this.

M&S hasn't compromised its quality message, but has recognised that price is an issue for its customers, and is making itself more accessible without devaluing its brand. …

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