“This is not just food… this is M&S food.”
And these are not just banners…these are Bay Media banners.
One of the best parts about working in out-of-home (OOH) advertising is the sheer variety of brands we collaborate with, from independents to household names. Every so often, though, we get the opportunity to work with a true national treasure. Enter Marks & Spencer.
Recently crowned the UK’s top brand by YouGov, M&S continues to set the benchmark for retail excellence. Since 2022, our partnership with Mindshare has helped support M&S store openings across the UK, using targeted lamppost banner campaigns to build visibility at a local level.
Meeting Ambition with Impact
M&S’s expansion strategy is nothing short of bold. With an ambitious nationwide rollout , including a £90 million investment into stores across London alone, the challenge for their marketing team was clear:
How do you match such a striking move with an advertising medium that’s just as confident, visible and effective?
The answer was out-of-home advertising.
Our lamppost banners offer a simple but powerful solution: meet shoppers where they already are. Positioned along busy high streets and commuter routes, our banners deliver brand messaging day in, day out. Helping guide shoppers and build anticipation, they create a tangible brand presence in local communities.
Turning a Viral Opening into an Ongoing Partnership
Few openings captured the public imagination quite like the Clapham High Street M&S Foodhall launch in November.
The buzz across SW12 was electric. Hundreds of shoppers queued for hours, entertained by The City of Stars musical theatre choir (famous for their appearance in the M&S Christmas Food advert), while the store team marked the moment with a ribbon-cutting ceremony led by Store Manager Nicole Ritchie. Local artisans even got involved, producing commemorative caps reading: “I’d rather be in the Clapham Common M&S Foodhall.”
Our six lamppost banners also marked the grand opening. They even feature in M&S’s own Instagram promotional reel (if you look closely, we’re right behind the Christmas panettone).
And when the initial excitement settled, our impact didn’t fade. Today, ten banners stretch from Clapham Common to Clapham North, guiding shoppers along the high street and showcasing M&S’s tempting food offering. In a fiercely competitive retail environment, with Sainsbury’s, Waitrose, Iceland and local independents all vying for attention, our banners help M&S cut through the noise. It’s an example of a partnership focused on long-term visibility, not just opening-day impact.
A Proven Track Record of Nationwide Openings
Clapham is just one part of a wider rollout. Over the past few years, we’ve supported M&S store openings across the UK with tailored out-of-home campaigns designed to suit each location and audience.
Recent projects include
- Finsbury Park, February 2022: Five lamppost banners positioned along bustling Stroud Green Road
- Chancery Lane, April 2024: Three lamppost banners on High Holborn
- The Galleries Retail Park, Sunderland, May 2024: Twelve roadside 6 Sheet displays
- Swindon Orbital, September 2024: Six lamppost banners announcing the new store opening
From busy city centres to out-of-town retail parks, our formats adapt to their surroundings , helping deliver consistent visibility while remaining locally relevant.
Why Out-of-Home Works for Retail Brands
Out-of-home advertising delivers visibility where it matters most. Positioned along busy high streets and commuter routes, lamppost banners place brands directly into shoppers’ everyday journeys.
For M&S, this approach has helped build anticipation ahead of launch, cut through crowded retail environments and maintain visibility once stores are open. From Clapham to Sunderland, the principle is consistent: clear messaging in strong locations, seen regularly by the right audiences.
Ready to Make Your Next Opening Unmissable?
Whether you’re planning a store launch, or looking to strengthen your local retail presence, we’d love to help. Get in touch with our team today.