M&S rethinks its low-fat line

Marks & Spencer is repositioning its Count on Us low-fat food range, in order to target younger women in a campaign to encourage healthy eating.

Marks & Spencer is repositioning its Count on Us low-fat food range, in order to target younger women in a campaign to encourage healthy eating.

The retailer is also adding more than 60 products to the range – all with less than three per cent fat – and introducing a concept called “Make a meal”, which allows customers to buy protein main meals and carbohydrate accompaniments separately.

An advertising campaign, created by Rainey Kelly Campbell Roalfe Y&R, will run nationally from this week on poster sites and in women’s “glossies” such as Elle and Marie Claire.

Media planning and buying is by Walker Media.

Aimed at health-conscious 25to 45-year-old women, the ads carry the strapline “It’s a diet. Honest” and will be supported by in-store promotions such as a 20 per cent discount on fruit and vegetables to encourage people to eat five portions a day.

Previously, the Count on Us range targeted 40-plus mothers, but M&S decided to reposition the range following consumer research. M&S category manager for health and wellbeing Claire Hyland says: “In a hugely dynamic market with healthy food ranges available in major supermarkets, we have evolved our strategy to include targeting younger females in an effort to keep our position as market leaders.”

  • Sainsbury’s is also beefing up its Be Good To Yourself range of low-fat foods by introducing more than 50 new product lines this month. The launch will be supported by a TV ad starring celebrity chef Jamie Oliver. The ad which breaks today (Thursday) was created by Abbott Mead Vickers.BBDO with media buying through PHD.
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