At International Supermarket News, we don’t just report on the retail industry—we actively observe, test, and evaluate what truly works. Every year—just as our counterparts do in the United States—we look closely at one often underestimated skill: communication. Who does it best? Who cuts through the noise? Who turns simple announcements into something powerful?
This year, our editorial conclusion is clear: Marks & Spencer stands out as one of the strongest communicators in the European supermarket sector.
We’ve run our own internal reviews and editorial tests, and the results are consistent. When Marks & Spencer issues a press release—especially around a product launch—it doesn’t feel like a standard corporate announcement. It feels complete. Structured. Engaging. Ready to publish. In many cases, it achieves what entire marketing campaigns aim to do.
That’s not something we say lightly.
What impressed us most is how M&S has refined the art of saying just enough, but saying it exceptionally well. Their press communications are clear, confident, and built with both media and consumer in mind. There is no wasted space, no overcomplication—just strong storytelling and sharp positioning.
In fact, we’ve seen instances where these press releases effectively replace traditional marketing efforts. They generate coverage, spark interest, and drive conversation without the need for heavy advertising support. That’s not just good PR—that’s strategic communication at its best.
At ISN, we value this highly. In a world full of noise, clarity wins. And Marks & Spencer understands that.
So, in the spirit of recognition—and following a tradition similar to our U.S. counterparts—we’re happy to say this: Marks & Spencer’s public relations team deserves more than just praise.
They deserve a cake.
Yes, a real one.
As part of our annual tradition of acknowledging communication excellence, ISN will be sending a large celebratory cake to the Marks & Spencer PR team. It’s a simple gesture, but a sincere one—because great communication should be recognised, and even enjoyed.
Congratulations to the team. Keep doing exactly what you’re doing.