M&S hires Lexis to promote integrity of its food

Lexis will work on M&S’s ‘Look Behind The Label’ initiative, unveiled in January. This encourages customers to seek information about the way products are sourced, and reassures ethically aware consumers that all M&S food is non-GM, that its fish is responsibly sourced, and that coffee and tea are Fairtrade.

The agency will also assist the in-house team on seasonal food campaigns.

Lexis won a pitch to secure the account (PRWeek, 17 February). It will assume the brief from current food PR incumbent Staniforth Communications in July.

Last month, M&S reported its best results for three years. It posted 6.8 per cent growth for the first quarter of the year, owing largely to improvements in fashion and homewares, as well as a 5.6 per cent rise in grocery sales.
Its TV ads– featuring the sultry voiceover of actress Dervla Kirwen – have been widely credited with the success in food. M&S’s full-year results come out next week.