Type of content
Print
Sector
Retail
Retail
Case study: the Summer edition of M&S Discover a World of Food
The brief
To highlight the Marks & Spencer range of food products inspired by the Mediterranean basin.
The challenge
Although this was a summer issue, we couldn’t explicitly use the word 'summer' as some countries don't have the traditional four seasons and are hot all year round. Creating a food publication that appeals to a wide global audience also has restrictions, such as the availability of ingredients in all stores, and avoiding alcohol and particular ingredients due to cultural or religious differences. And because copy had to translated for each global edition, headlines had to be simple, rather than clever, as the meaning could get lost in translation.
The role
Working alongside a freelance art director at Redwood BBDO, my remit as an editor was to devise an issue theme, do all copywriting, generate recipe ideas and help with photoshoot planning.
Response to brief
We created a bright, vibrant issue with an ‘outdoor-entertaining theme’ as sharing delicious food outdoors with friends and family was something that could be enjoyed universally by global customers. For recipe-idea inspiration, I studied menus from influential on-trend restaurants, including Honey & Co and Ottolenghi to see potential ways M&S ingredients could be used.
