Whippet

We’re an independent creative agency transforming brands to deliver results that count.

London, United Kingdom
Founded: 2001
Staff: 20
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Skills

Retail/Point of Sale
Shopper Marketing
Retail Design
Brand and communication strategy
Brand creation & development
Integrated campaigns
Value & price communication
Brand extension & retail services
Retail Strategy
Brand Identity
Clients
Tesco
Wickes
Coles Supermarkets
Tesco Mobile
Dobbies
Marks & Spencer
CarpetRight
Freesat
Harry Ramsden
Iceland

and 2 more

Sector Experience
Entertainment
Fashion
Food & Drink
Leisure
Telecoms
DIY
Alcohol
Supermarkets
Retail
Restaurants

and 1 more

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Convenience rules at M&S Food

M&S invented chilled convenience food with its pre-made chicken kiev in 1979. Over the next 40 years the rest of the market caught on, with competitors and takeaway delivery services crowding the market. The time was right for a new campaign, redefining the brand’s point of difference, with a focus on quality and authenticity, to challenge the perception that ‘ready meals are bad’.

Review, define, refine

This was a huge campaign for M&S, covering touchpoints throughout all stores, online and in traditional media. So we needed to make an impact. We conducted a review of the category, marking out M&S’ points of difference and crafting those into three memorable proof points, with a bold, qualifying campaign line that underscored the brand’s prominence. The client loved our idea so much that they used the line for their TV ad as well.

Focus on quality

We wanted the look and feel to speak to the food’s quality, so we used M&S’ master brand colour – black – for maximum richness. With a focus on ingredients, we art directed the mouth-watering photography, created a lock-up of the campaign line and claims, and designed a full PoS kit for across the whole customer journey, from windows to shelf edge. Then we overlaid a value-driven promotion to drive footfall and sales, and developed press ads to support the campaign. From the flame-like shading behind the type to the detailed ingredient shots, every part of the creative harked back to the brand’s commitment to quality.

Best ever results

The campaign delivered fantastic results for M&S, with the highest ever market share, outperforming the last five Chinese New Year campaigns.

Tags

retail
campaign
Food & Drink
supermarket
POS

Clients

Marks & Spencer