M&S Food was being squeezed between upmarket food specialists and hard discounters. The brand was losing momentum typically a harbinger of declining sales and consumers were associating its offer with indulgent ready meals rather than with fresh produce. The ''Adventures In...'' campaign aimed to re-establish M&S Food's distinctive position as a provider of foodhall-style quality with high street accessibility. Energetic celebrations of ingredients and culinary techniques inspired shoppers particularly enthusiastic ''food discoverers'' to visit stores more often and spend more, and helped the group maintain its pricing. M&S Food pulled away from a declining market to achieve its highest share ever. It is estimated that the campaign more than paid back on its 38.1m investment.