M&S launches ‘Spend it well’ campaign across clothing, food divisions

By

Barbara Santamaria

Published
May 4, 2017

Premiering this Thursday is Marks and Spencer’s new brand proposition ‘Spend it well’, a campaign that invites consumers to celebrate life by choosing the best experiences and products.

Created by marketing agency Valenstein & Fatt, ‘Spend it well’ is based on the insight that in a world of abundance, people increasingly seek out what is important: the quality experiences, people and things that make life special. “Don’t wait for a special occasion to dress up or eat well. Life is a special occasion,” says the British retailer.

This is the first time M&S unites both its food and clothing division under a single tagline and philosophy. The line will be featured across all digital channels, in-store and all M&S marketing communications moving forward.

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The 60-second ad takes customers on a journey, reminding them that life is short so it’s better to say no to the ordinary. It introduces a new inspirational tone for the brand, and focuses on attitude and empowerment.

“Our ‘Spend it Well’ campaign is a radical departure from where we’ve been previously. It speaks to deep truths about our customers - based on a huge amount of research and listening - and celebrates their lives in a way which is new and innovative for the brand. To remain relevant and attract new customers, we need to get people thinking differently about M&S and recapture our position as a pioneer in culture,” says Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing & M&S.com.

“That’s why the energy, swagger and spirit of ‘Spend it Well’ is so important – it’s about empowering our customers to say no to the ordinary, so they can say yes to the best.“

The ad is part of an integrated campaign including TV, social, digital, press, outdoor, radio and in-store activation.  A new, bespoke TV ad for Food will launch on 11 May, with targeted executions for Clothing and Home following later in the year.