M&S deli range

Client: Marks & Spencer

M&S Deli

Generating fresh ideas to stand out from the summertime snacking competition

Challenge

M&S wanted to create a fresh vision for their Deli category which would help to identify it as the stand-out deli food retailer and leaders in product development.

What we did

Firstly, we discovered a fresh, inspiring language around summertime eating: ‘Nibbles’ became the defacto M&S signature for great deli food. The supporting summertime insights pointed towards more occasions to package up food and drink deals beyond the brand’s ‘Dine In’ deal.

Marks & Spencer Deli - Happen Innovation Agency

Result

Three years on, M&S Deli has launched over 70 new lines, including a complete redesign of packaging and supporting M&S communication. The stand-out offer from the past two years has been the Tapas meal deal including a bottle of wine.

Food innovation

Incremental

Sales over the summer were phenomenal. If you compared Deli to all other summer peaking categories, it outperformed them all.

Julia Bradley

Product Developer

Marks & Spencer

M&S

Industry Retail

Happen's perspective

Working with M&S is a refreshing and exciting experience and it is always fantastic to see products we help develop on shelf so quickly

Our People