This paper describes how M&S Food updated its famous ‘This is not just…’ 2004-7 campaign, for different challenges and competitors during a pandemic. The retailer’s strong reputation for food quality meant it was often seen as a destination for desserts or special occasions. It needed to grow share in other grocery segments. Communications’ role was to broaden the brand’s appeal whilst maintaining its quality positioning. TV, including ITV sponsorships, and digital outdoor led the media mix. Communications contributed to overall M&S growth and increases in target segments and an estimated £232m of food sales growth.