UK retailer Marks and Spencer has launched a fresh campaign flagging its ethical credentials and its Plan A sustainability push.

M&S unveiled the campaign – called ‘Doing the right thing’ – across the UK at the weekend. The upmarket grocer said the drive included a “manifesto” that sets out its “commitment to the highest ethical credentials”.

Messages include: “We don’t sell poor quality meat. It comes at too high a price”.

M&S is half-way through its five-year Plan A plan and said it has achieved 39 of the original 100 commitments.

Steve Sharp, executive director, marketing, at M&S, said: “Plan A has put us in a leading position when it comes to environmental and ethical issues, which we know customers care about increasingly.”