Marks & Spencer targets home diners with 'restaurant quality' range

by Jemima Bokaie, Marketing 02-Sep-08, 09:00

LONDON - Marks & Spencer is aiming to capitalise on the growing number of consumers eating at home with a campaign targeting people who like to eat out.

In the campaign, which launches next Sunday, the retailer will promote the 'restaurant quality' of its prepared dishes as it looks to boost its reputation as a food specialist.

The campaign, which was created by RKCR/Y&R, coincides with the launch of M&S' new Italian range. It also aims to promote the quality of its raw ingredients to the growing number of consumers cooking meals from scratch.

The first ad in the series shows the preparation of an Italian risotto, with a voiceover by actor David Jason. Only at the end of the ad does the viewer discover that the dish is from M&S.

The retailer, whose 'food porn' ads featuring slow-motion close-up shots are partially credited with restoring its health after a long decline, is hoping that the campaign will turn around sales as consumers defect to discount grocers.

M&S director of food Steven Esom left the retailer in July, when it announced a 4.5% drop in food sales and unveiled a strategy aimed at meeting challenging market conditions. He was replaced by John Dixon, formerly director of home and M&S Direct.

While supermarket brands are squeezing their branded rivals out of the £2bn ready-meals sector, M&S' sales have suffered due to the success of rival supermarkets' premium ranges, such as Tesco Finest.