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A look behind the label sends M&S galloping

29
Aug '06
An ethical campaign by Marks & Spencer's 'Look behind the label' has been the most successful and embedded concept as a responsible retailer.

The campaign, launched earlier this year, focuses on the way M&S sources and makes its products, highlighting everything from its use of toxic-free clothes dyes, salt reduction in ready meals to animal welfare.

It was the first major campaign by any retailer to concentrate on the way products are sourced and made and its success reflects the consumer trend for a more ethical way of living combined with a healthier lifestyle.

By challenging consumers to 'Look behind the label' M&S has increased pressure on its competitors to demonstrate their own efforts.

The company believes in its efforts to inform consumers on key topics of ethical procurement and production that are contributing to the ongoing sales recovery and will underpin the brand's performance going forward.

This proved so successful it was followed by the sale of classic style jeans and underwear also made from Fairtrade cotton.

In food, M&S pledged to remove all hydrogenated fats from its food by the end of the year and is cutting down on salt and removing artificial flavoring from its ranges.

It also replaced all 38 lines in its tea and coffee ranges with Fairtrade alternatives.

A survey has found M&S was rated the most ethical retailer in the UK.


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