M&S extends ‘Remarksable’ campaign to home division
Marks & Spencer is extending its successful Remarksable food marketing campaign to its home division as it looks to highlight “exceptional trusted value” in the products.
The move follows a resetting of M&S Home’s pricing architecture last year and the creation of curations of the ‘Best of M&S’ mid-price products to showcase customer favourites such as a best-selling £15 velvet cushion.
In a statement, M&S said awareness of its home offering is low and is a key barrier to growth. As a result, the campaign will look to introduce M&S Food customers who recognise M&S value to its home products whilst highlighting price alongside quality.
The retailer said the Remarksable campaign helped drive value perception at M&S Food to its strongest in four years.
Heidi Woodhouse, director of home at M&S, explained: “We know that for millions of customers the pandemic has changed how they feel about the space they call home, making it an important growth opportunity. Millions trust us for the food and clothing products that matter most – and so we want to highlight to them the incredible trusted value of our home product and Remarksable does just this, focusing on the unbeatable value of our entry price product.”
From early February, shoppers will see ‘Remarksable value’ for home highlighted across a range of M&S marketing channels and a spotlight on around 30 entry price point products online and in 130 stores.
ross a range of M&S marketing channels and a spotlight on around 30 entry price point products online and in 130 stores.
