M&S CEO Stuart Machin has responded to Asda’s Taste Match campaign which uses the slogan “M&S taste at Asda price”, and said that “customers see through marketing gimmicks”.
Asda claims that hundreds of its products were voted “as tasty” or “tastier than” M&S equivalents but at a lower cost, following thousands of blind taste tests.
However just two days after Asda’s campaign launched, Machin tweeted that he considers it a “strange” move when retailers use other brands in their advertising.
I always find it strange when retailers use other brands for their advertising. At M&S, taste without values is not quality in our eyes. When it comes to product, we constantly strive to lead the way on quality, welfare, and innovation with no ‘nasties’. Others have tried to copy…
— Stuart Machin (@MachinStuart1) September 30, 2023
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He said: “At M&S, taste without values is not quality in our eyes. When it comes to product, we constantly strive to lead the way on quality, welfare and innovation with no ‘nasties’.
“Others have tried to copy us for years and that’s fine – it keeps us focused on setting the standard. To offer real quality, you can’t cut corners, and customers see through marketing gimmicks.”
On 28 September – the same day that Asda rolled out the campaign – Machin also tweeted that M&S “will never compromise on quality”, highlighting its higher welfare fresh chicken, RSPCA assured fresh milk and animal welfare commitments.
Others may cut corners but we will never compromise on quality!
Because at M&S it’s not just food…. It’s NEVER ‘just’ food!! 🥩🐄🍓🥚🍞🥦🫐🥛🍗@marksandspencer pic.twitter.com/Qb2WwAPvYr
— Stuart Machin (@MachinStuart1) September 28, 2023
Asda initiatlly launched its blind taste testing in July, which saw a variety of products tested against luxury retailers such as Harrods, Selfridges, Fortnum & Mason and Harvey Nichols.
The grocer said that standout M&S items from the Taste Match included its Extra Special British Aberdeen Angus Ribeye Steak, Extra Special Lemon Drizzle Cake and Extra Special Madagascan Tiger Prawns.
