Marketing director (food and hospitality), Marks & Spencer
Last year Marks & Spencer revived its 鈥淭his is not just鈥︹ tagline for the first time in 16 years. The challenge of people switching to bigger, less-frequent shops since the start of lockdown led to the brand launching its 鈥淩emarksable鈥 campaign, comparing its prices with those of competitors to quash notions that M&S is unaffordable.
Cramond is optimistic about the brand鈥檚 partnership with Ocado, which launched last month, with the aim of streamlining the shopping experience for digital shoppers.