Marks & Spencer pushes value credentials in new food campaign

The ‘Re-Marks-able Value’ initiative will span shelf-edges to print and social media, and in-store ‘hot points’ to emphasise value in key categories. The price push comes with a pledge not to compromise on the quality and sourcing standards M&S is known for.

The drive, kicking in as the Christmas food-buying bonanza nears, follows price cuts on more than 500 lines over the last year and a greater emphasis on value as part of food boss Stuart Machin’s strategy to build M&S’ food business.

The rise of low-price grocers Aldi and Lidl has shifted the landscape in recent years and, during Machin’s tenure, M&S has made a concerted effort to counter shopper perceptions that it is expensive.

Machin said: “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.

“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.”

Re-Marks-able lines have been price benchmarked against competitors and “must also uphold M&S’ quality point of difference”, such as its promise to pay dairy farmers a fair price.

Machin added: “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.”