Sparks hit the Mark

Market leading retailer Marks & Spencer introduced its first store card – Sparks –  in 2016, offering a personalised loyalty scheme and benefits to both food and clothing customers. Aimed at generating maximum take up of the loyalty card, an extensive pre-launch campaign was developed including high profile media coverage and an extensive direct mail campaign.


M&S approached TLG with the challenge of capturing the interest of 2.7 million customers with an informative and eye-catching direct mail campaign, which would drive recipients to register online for the Sparks card.


No matter how complex the idea, we always work on the principle that ideas can be made a reality by creative thinking and clever engineering. Print and state of the art finishing and personalisation lines were designed and then built by the in-house engineering team to produce a quality premium product to support the brand identity and to meet the client’s objectives.


A premium-feel pack was created using an offset 6-page double thickness carrier, inserted into a paper wrap. The loyalty cards were attached automatically ensuring such a large mailing was cost-effective, whilst being turned around quickly and to the highest standard expected of this leading brand. Within 4 weeks of launch the campaign had encouraged over 3.6 million customers to register online for Sparks store cards.




The Lettershop Group has designed and produced complex loyalty mailing campaigns for M&S for the past 10 years. Always mindful of the importance of the brand integrity, we provided some new innovative ideas for the Sparks campaign, keeping the format fresh, engaging and within budget.

Lance Hill, Sales Director, The Lettershop Group