‘Look Behind The Label’ :: M&S’s Ethical Marketing Success

You’d be hard-pressed to beat the UK’s Marks & Spencer when it comes to ethical marketing campaigns in 2006.

Earlier this year M&S launched their ‘Look Behing the Label‘ campaign in the store windows of 420 of their stores. The campaign focuses on the ethical ways M&S source and produce their product range. The image below is just one of the many creative executions to support this repositioning strategy.

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I’ve got to say, they seem to have ticked all the boxes, from reducing packaging waste to banning toxic chemicals in their clothes to buying fairtrade. I also like it because:

  • It’s not just sizzle – their website goes into a lot of detail to back their claims. Ethical sourcing seems to be at the core of M&S’s strategy, not just tacked on as a commuications piece.
  • It is backed by independent organisations – The campaign has support from the like of Greenpeace and the RSPCA, giving it further credibility.
  • Rather than spending millions on a full-scale advertising campaign, they’ve focused their efforts on actually improving their range. They’ve done something that’s actually worth talking about.

The campaign has been hailed as a huge success by Marks and Spencer. It is promising to see a big retailer like this take a different stance than the status quo (Low, Very Low or Everyday Low Price) and go with something that’s sustainable instead.

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