M&S is launching its biggest-ever marketing campaign and celebrating the quality of its British produce in foodhalls across the UK.
Its latest ‘Farm to Foodhall’ creative will run for 18 weeks and features M&S chef ambassador and Michelin-starred chef Tom Kerridge, who is to visit M&S Select Farms across the country in an exploration of the quality behind the upmarket grocer‘s products.
The campaign will be showcased across TV, press, out-of-home (OOH), PR, social, paid and organic digital, until early June, and after the Euros will return to all above-the-line channels from early July until mid-September.
It is also accompanied by point-of-sale displays on in-store windows, car parks, aisles, shelves, and Scan and Shop devices, celebrating M&S’ seasonal British produce.
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The product stories will span the country, with viewers watching Kerridge meeting the people behind grocery favourites, such as king asparagus, new potatoes, king cherries, pork and haddock – including a fourth-generation family-owned fishing business in Scotland.
The creative this year will also feature increased sustainability messaging as the supermarket giant focuses on its fully integrated sustainability plan ‘Plan A’ to reach Net Zero.
M&S Food marketing director Sharry Cramond said: “Our Farm to Foodhall stories have a powerful brand effect and resonate incredibly well with our customers, which is why we’re bringing the campaign back – bigger than ever. We hold unique relationships with our amazing farmers and growers, who we have worked with for many years.
“They are incredibly important to us, so it’s important that we tell their amazing stories of how we are continuing to work in partnership to deliver fantastic quality, seasonal food grown in Britain and sold in our foodhalls.”
The new campaign comes on the back of last years’ ‘Farm to Foodhall’ series, which the grocer hails as its best-performing campaign to date, citing a record high volume of incremental returns driven.
M&S was recently named one of the UK’s the fastest-growing grocery retailers, as industry experts claim it is winning middle-class shoppers from rival Waitrose.
