The combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.
During a festive season under lockdown, brands have had to strike a delicate balance between spreading joy and respecting the mood of the nation, with kindness emerging as the key Christmas trend.
M&S Food marketing director Sharry Cramond explains why lessons learned under lockdown influenced this year’s Christmas ads.
The retailer is eschewing TV this year for a campaign it hopes will reach customers as they are “scrolling and shopping”.
Marks & Spencer is rethinking its marketing spend, particularly in its clothing and home business, to focus on search and social media rather than multimillion-pound TV campaigns.
Brands planning for an uncertain future need to find the right balance between online and offline if they want to retain consumer confidence and trust.
As Marks & Spencer prepares to launch its Ocado partnership next month, the retailer wants to encourage more families to do larger grocery shops with it rather than rivals.
The retailer hopes the new scheme will offer a more personalised experience and feel “instantly rewarding”.
Marks & Spencer is cutting its marketing spend by £50m this year, with much of that saving coming from TV and press as the retailer turns to social media amid the pandemic.
From cutting back on red meat to upcycling clothes, conscious consumerism is on the rise and it has very real implications for brands across a variety of sectors.
In this latest edition of the podcast, Marketing Week lifts the lid on B2B marketing and revisits how Marks & Spencer unwittingly kicked off the trend for ‘food porn’.
In search of a distinctive idea to reignite its business, Marks & Spencer unwittingly kicked off the trend for ‘food porn’ with the release of its 2006 campaign ‘This is not just food’.
Grocery retailers like Sainsbury’s and Marks & Spencer are hoping to tap into the growth of convenience culture as they attempt to claim a greater share of spend among urban shoppers.
M&S has doubled its marketing investment in its biggest clothing category, with the ad airing during prime-time shows including Love Island and First Dates.
Does the latest retail carnage on UK high streets mean the sector has hit rock bottom? A hardening of attitudes to discounting may show that reality has started to bite.