// Marks & Spencer seeks to combat perception that its food is expensive in new campaign
// “Re-Marks-able Value” campaign follows price cuts on more than 500 food items over the last year
// Campaign is also part of M&S’s wider turnaround strategy
Marks & Spencer’s food division is looking to counter shopper perceptions that it is expensive with a new campaign that highlights value among its products and ranges.
Launching tomorrow, M&S Food’s “Re-Marks-able Value” campaign will be used across everything from shelf edge ticketing to in-store “hot points”, through to social media and print advertising.
The campaign follows price cuts on more than 500 food items over the last year.
It also forms part of M&S food managing director Stuart Machin’s turnaround strategy for the retailer’s food division.
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To qualify as Re-Marks-able value, M&S said that each featured food item or range has been price benchmarked against key competitors while also upholding its pledge on the quality and sourcing standards.
“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,” Machin said.
“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.”
He added: “We need to tackle price perception to take advantage of market share opportunities and our lowering costs of goods programme is a critical enabler to our investment in trusted value, as well as driving profitable growth.
“M&S is changing to operate with more efficient and commercial operations and become a lower cost to serve business. However, we are retaining the things that make M&S Food special – as delivering our exceptional product quality at even better value creates a differentiated and compelling proposition.”
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