Crack the Egg: M&S’s Social Success

Gaining Influence Through Social Media

It’s 2025, and if you’re not making the most of user-generated content (UGC), well, where have you been? Social media platforms like TikTok and Instagram Reels have become the new front line for brand influence, and Marks & Spencer is leading the charge. Over the past few years, M&S has stepped up their social game, not just by being present, but by truly engaging across these platforms, boosting brand awareness and getting people talking.

One of M&S’s secret weapons? Jumping on viral trends and harnessing UGC around new product launches. Take the 'Dubai chocolate bar' dupe, The Big Daddy—or how about the 'Kinder Bueno cookie dipper hack' featuring their hazelnut crème and chocolate chip cookie dunkers? Then there’s the legendary Christmas charcuterie tree and, more recently, the outrageously decadent 'chocolatey custard cream biscuity egg.' These campaigns are engaging and on-the-nose, tapping into the pulse of the internet and sparking conversations that snowball into viral moments, keeping audiences hooked.

But M&S isn’t just relying on influencer culture. They’ve gone one step further, enlisting in-store staff to get in on the action. Individual stores now have their own accounts, building a fresh, more localised image that connects the brand with its audience in a personal way. And it’s paying off.

TikTok, in particular, has been a game-changer. It’s the perfect space for organic UGC, with food hauls and trendy videos positioning M&S as not just a posh supermarket, but one that’s attainable for younger, budget-conscious shoppers. Take their ‘Remarksable Value’ range, for example. TikTok reviews and hauls highlight M&S’s value products, putting them in direct competition with other budget retailers while reshaping the brand’s image.

In short, M&S is proving that social media isn’t just for big names and flashy ads—it’s about connecting with real people, creating buzz, and staying relevant in a world where trends move faster than you can say “viral.”