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DATE: 21/06/2006

M&S Hires Lexis to Promote Integrity of its Food

By Hannah Marriott

Marks & Spencer will use Lexis PR to add creative sparkle to food promotion, with a brief to advance its ethical and healthy-eating credentials.

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 in 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 percent growth for the first quarter of the year, owing largely to improvements in fashion and homewares, as well as a 5.6 percent 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.

Source: PR Week