M&S Food has launched an ad campaign which it showcases its “leading product quality”, what it terms “the magic of M&S food”.
The ‘This Is Not Just Food – It’s Never Just Food’ campaign is fronted by the retailer’s brand ambassador Tom Kerridge.
The chef has been touring the UK since last year, meeting with M&S suppliers and farmers.
The ad is the finale of Kerridge’s ‘Farm to Foodhall journey’ but rather than showcasing a single product as previous ads in the series have, the chef reminisces about everything he didn’t know before setting off on his visits, such as M&S’ animal and supplier welfare credentials and food quality.
The retailer has put “signficant” put-of-home advertising (OOH), print and advertorial spend and it will be aired tonight at 9.45pm.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
M&S food and hospitality marketing director Sharry Cramond said: “Our customers are more interested than ever on where their food comes from, as well as what is in it, for when they are feeding their families.
“They also really care about animal welfare and the welfare of our farmers and suppliers too. So we wanted to shout about what really sets us apart from other supermarkets when it comes to quality and ingredients and have packaged it up under the banner ‘This Is Not Just Food….It’s Never Just Food’.”
Kerridge added: “This is Not Just Food’ it’s just a nice line in an M&S advert isn’t it? Well, that’s what I thought until I got on the road.
“I knew I’d meet some interesting people but what I didn’t know was not only would I have one of the best food moments of my career, tasting floral M&S honey at one of the Select Farms, but also there’s so much I didn’t know about what goes on behind-the-scenes to produce the best quality food – and ensure that farmers and their animals have the highest welfare possible.”
