In 2025, supermarket marketing is being redefined—not by multimillion-pound advertising budgets or celebrity endorsements, but by a single, clever idea on the shelf. This year, Marks & Spencer reminded the industry of a timeless truth: the right product can become the entire campaign. When M&S launched its now-infamous Strawberry and Cream Sandwich, it wasn’t just a quirky addition to their chilled aisle—it became a national talking point. From social media buzz to mainstream headlines, the item sparked public debate, curiosity, and footfall. And most crucially, M&S didn’t spend a single penny on traditional advertising.
This new marketing model hinges on three core elements: the product must be original and something consumers have never seen before, it must be bold enough to spark conversation, and it must appeal to the emotions or humour of the public. M&S managed to tick all three boxes. The sandwich was both ridiculous and irresistible, triggering nostalgic and emotional reactions among shoppers. The media couldn’t help but cover it, and people walked in to see it for themselves—then walked out with full baskets.
In the era of social media virality and influencer commentary, a product that stands out can generate more buzz than a six-week marketing campaign. But it must feel authentic and rooted in the brand’s identity. If it comes across as a forced gimmick, the public will see through it. The success lies in making the idea so good and so unexpected that the media comes to you.
This leads to the bigger question: can other supermarkets replicate the M&S model? Tesco, Sainsbury’s, Waitrose, Morrisons, and Asda certainly have the reach and resources to do so, but they don’t all have the same in-store atmosphere. M&S benefits from being seen as a more refined, pleasant shopping experience, where customers are more open to trying new things. For others to succeed, they would need not only a brilliant, newsworthy product but also a shopping environment that turns curiosity into full-basket sales. A Tesco full-English breakfast pizza or an Asda coronation chicken doughnut could work if paired with an inviting, well-curated in-store experience.
In 2025, marketing is no longer limited to what happens outside the store. It happens on the shelf. The most powerful campaigns are now sparked by bold ideas in the chilled aisle or bakery counter. If the product is surprising enough, clever enough, and appealing enough, the press will follow, the public will share it, and customers will come. Supermarkets don’t need to launch a campaign—just a product that gets everyone talking. And once shoppers are through the doors, they often do the rest of their shopping while they’re there. That’s not just marketing—that’s retail magic. In 2025, marketing has transcended its traditional boundaries to include on-shelf strategies within the store environment. This shift underscores the pivotal role of innovative concepts in areas like the chilled aisle and bakery counter in driving successful campaigns. A product that embodies surprise, creativity, and appeal holds the key to attracting media attention, generating public interest, and ultimately drawing customers. Instead of initiating elaborate campaigns, supermarkets can leverage standout products to spark conversations and entice shoppers, fostering a chain reaction that extends to their entire shopping experience. This amalgamation of marketing and retail prowess exemplifies a transformative phenomenon in the consumer landscape.