Brand positioning and identity

Chicken is as much a culture as it is a cuisine. Everyone loves it. Even better when you don’t have to cook it. 

Enter M&S, with a new idea to dominate the to-go hot chicken market. Their vision was to launch a hot counter rotisserie in their Foodhalls like it’s never been done before, with a full-on-flavour meal deal. Complete with chicken plus sides, for one or the whole family. 

They briefed us to bring it to life with a strategic positioning, bold new brand identity, interior concept, packaging, menus and all the communication to go with it. After literally tucking in to get a taste of the market (don’t mind if we do), we created a unique positioning for the offering: A fresh spin on to-go chicken. The tagline? Let’s start a rotisserie revolution… that set the disruptive, fun TOV in motion. 

‘Fresh’, ‘flavourful’, ‘just as you like’: these things dictated everything. A fresh colour palette of pink and green to pack a punch - not often seen in fast chicken - inspired by crisp salad greens and pickle pinks from slaw sides. A flavourful photographic approach of foodie flat-lay storytelling shots mixed with mouthwatering close-ups. And a just-as-you-like comms approach to make deciding ordering easier, showing customers how to build their combos. The vibrant, beautiful-crafted packaging made it fast to grab, go, and dig in. 

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My role was leading the strategy and implementing concepts and copy across the identity and all coms.