M&S.

M&S - Food on the move refresh

The Brief
M&S faced a curious challenge – despite their diverse Food on the Move range, customers were stuck in lunch ruts, buying the same sandwich day after day. They needed to shake things up and encourage exploration of their wider offering.

The Strategy (Spine)
I developed a campaign concept for their Food on the Move range focused on breaking routine and embracing culinary adventure, even during the workday. Rather than pushing specific products, we created a platform that celebrated the small thrill of trying something new in the middle of an otherwise ordinary day.

The Voice (Soul)
For the Food on the Move range, I crafted in-store signage and on-pack copy with a light-hearted, encouraging tone that invited exploration. The language acknowledged how easy it is to fall into routine while presenting alternatives as appealing discoveries rather than obligations.

The Brand Connection (Heart)
The concept connected to a universal experience – that moment of decision at the chiller cabinet when we almost always default to the familiar. By addressing this shared behaviour, we created a campaign that felt personally relevant while staying true to M&S's quality food positioning.

The Impact
The campaign successfully drove exploration across the food-on-the-move range, increasing sales of less-discovered items. More importantly, it shifted customer behaviour by turning lunch selection into a small daily opportunity for adventurousness rather than just a functional decision.

My Role: Campaign conceptualisation, in-store signage creation, on-pack copy development.

Sample work: See below (while Food on the Move is still going strong the copy I wrote ten years ago has inexplicably disappeared from the M&S website!)