Sector
Retail
Retail
Case story: January edition of M&S Adventures in Food
The brief
Marks & Spencer briefed Redwood BBDO to create a January issue of M&S Adventures in Food to show customers that healthy eating can be affordable and achievable with its range of food.
Marks & Spencer briefed Redwood BBDO to create a January issue of M&S Adventures in Food to show customers that healthy eating can be affordable and achievable with its range of food.
The challenge
The brand had identified that customers want healthy eating ideas to support their New Year's resolutions, but by February, most go back to their usual routines due to cost, motivation and time.
The role
Copywriting, subbing and to help the editorial team devise a narrative for the issue. I used M&S’s new tone-of-voice document, which outlined its move from evocative language to a modern, chatty style.
Copywriting, subbing and to help the editorial team devise a narrative for the issue. I used M&S’s new tone-of-voice document, which outlined its move from evocative language to a modern, chatty style.
Response to brief
We devised a narrative, ‘putting the pleasure into healthy eating’, and used this as a theme to create an issue that would help customers discover a new, fun and easy approach to healthy eating.
We devised a narrative, ‘putting the pleasure into healthy eating’, and used this as a theme to create an issue that would help customers discover a new, fun and easy approach to healthy eating.
COVER p1
A colourful, eye-catching cover showcased M&S’s new healthy and innovative breakfast range, featuring a variety of products to communicate breadth of choice. The breakfast theme was chosen as it was perfect for conveying a fresh start to the New Year. Garnishes of fresh fruit, sunflower seeds and pecan nuts were also used on the cover to suggest health and deliciousness.
WELCOME p2-3
Through a vibrant curation of innovative products in the new M&S Health and Wellness range, this double-page spread showed that healthy eating doesn’t have to be a chore. We used gorgeous lifestyle photography, easy and delicious recipe tips, and convenient, tasty products, to persuade customers that M&S can help them start and sustain their healthy eating journey.
BEST IN SEASON p4
In this regular recipe feature, we showed two simple, exciting ways with blood oranges – one of the season’s star ingredients, thanks to its versatility and flavour.
HEALTHY SNACKS p5
This playful article showed that snacks can still be healthy. Each one was under 250 calories and matched to real-life moments where good intentions can come undone.
MID-WEEK MEAL INSPIRATION p6-7
An array of tempting, healthy supper ideas were featured on this double-page spread: how to reinvent the stir-fry, the Made Without Wheat range, healthier comfort food and how to make a winter salad so good, you’ll suspect it’s not a salad.
SMOOTHIES p8
These imaginative fruit and vegetable smoothie recipes provided readers with inspiration and showcased the premium range of raw ingredients available at M&S.
ONLINE CONTENT
Print articles were also adapted and uploaded to the main M&S Adventures in Food website.
