M&S Rocks Out with Savings and Social Influencers: “Saving All Over the Store”
The battle for supermarket supremacy is heating up, and the soundtrack just got a whole lot louder. Marks & Spencer (M&S) has thrown down the gauntlet with a reinvented classic rock anthem, "Saving All Over
The battle for supermarket supremacy is heating up, and the soundtrack just got a whole lot louder. Marks & Spencer (M&S) has thrown down the gauntlet with a reinvented classic rock anthem, “Saving All Over the Store,” a tongue-in-cheek remake of Status Quo’s “Rockin’ All Over the World,” featuring none other than the band themselves! This audacious move follows the success of Coles Australia’s memorable “Down Down” campaign, also fronted by Status Quo, but with a decidedly different focus.
Doubling down on its ‘trusted value promise’ , M&S is cutting the price of 65 popular food lines and extending a separate price lock campaign.
The products dropped in price include ‘family favourites’ such as strawberries, bananas, and tomato soup, and everyday staples in M&S’s Remarksable Value range. The 65 lines have come down in price by an average 6%. It builds on more than 200 price cuts in October, according to M&S.
M&S vs. Coles: Value on Opposite Sides of the World
M&S’s “Saving All Over the Store” campaign aims to highlight its commitment to everyday affordability. Partnering with social media influencers like Kat Saves and Budgeting Mum Official, the ad showcases a vibrant montage of deals across M&S’s Remarksable value food range, dine-in offers, fresh market specials, and locked prices. The upbeat tempo and catchy lyrics, delivered with Status Quo’s signature raspy vocals, are designed to get viewers tapping their feet and heading to their nearest M&S.
Coles Australia also used the band Status Quo in their “Down Down” campaign in 2010, using revamped lyrics to emphasize specific price cuts and discounts on everyday grocery items. While both campaigns leverage the nostalgic appeal of Status Quo, their messaging targets distinct consumer concerns. M&S focuses on building a broader value proposition through a range of offerings, while Coles zeroed in on specific price reductions. Having run the ‘Down Down’ campaign for over 10 years, Coles recently changed tact but followed the same formula, using C&C Music Factory’s ‘Gonna Make You Sweat’ (Everybody Dance Now) to become ‘Great Value Hands Down’ in their latest ad.
Social Media Influencers Take Center Stage
M&S’s strategic use of social media influencers adds another layer to its value-driven messaging. Partnering with personalities known for their budgeting expertise and savvy shopping habits lends authenticity to the campaign. As these influencers navigate the aisles, highlighting deals and showcasing delicious meals made with M&S ingredients, they act as relatable guides for budget-conscious consumers.
The Power of Music and Nostalgia
Both M&S and Coles have recognized the power of music and nostalgia in shaping brand perception. Status Quo’s iconic tunes bring instant recognition and a sense of familiarity, tapping into an emotional connection with older generations who grew up with the band’s music. This emotional hook then paves the way for the brand’s value message to resonate more effectively.
One thing’s for sure, though: with iconic rock anthems and creative marketing tactics, the supermarket battlefield is getting increasingly entertaining on both sides of the world.