M&S has collaborated with its chef ambassador Tom Kerridge to launch a new Gastropub range, TV campaign and podcast.

The new range, which is available in M&S Foodhalls and on Ocado, launches alongside the transformation of the upmarket retailer’s original Gastropub range, with 25 new recipe upgrades and 20 new lines.

All dishes will be available as part of M&S’ Gastropub Dine In Deal, which includes a starter or dessert plus a main and side for two people for £15.

From 24 September, the campaign celebrating the 20th anniversary of M&S’ Gastropub range will run across TV, VOD, press, radio, paid and organic digital and social, as well as in-store and CRM for the next month.

The 30-second ad will appear across channels including Channel 4, ITV and Sky, including during the shows such as The Great British Bake Off, My Mum Your Dad and Taskmaster.

M&S said the creative looks to bring to life how Kerridge’s passion has been combined with the supermarket’s quality to produce a dining at home experience.

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Kerridge, M&S Chefs and its suppliers have worked closely on the new creations over the last couple of years, having tried over 160 different pie recipes before landing on the final favourites, according to the retailer.

For the first time, M&S Food is also entering into the podcast space with its new Proper Taste Pub Quiz podcast, hosted by Tom Kerridge and Chris Stark.

Season one will launch on 24 September, available on all podcast streaming platforms and YouTube, with 36 episodes per year.

Each week, the hosts will be joined by a celeb guest such as Pixie Lott, Jamie Redknapp and Jill Scott for a pub quiz with some Gastro M&S snacks. The podcast will be advertised across social and digital audio to drive reach and listenership.

M&S Food marketing and loyalty director Sharry Cramond said: “At M&S, we’re absolutely obsessed by the quality of the food we source and sell and that’s what makes us the perfect partner for Tom’s first retailer collaboration.

“The campaign is taking us into new territories and we’re excited to see how it performs. The new creative really brings to life that our Gastropub range is from our kitchen to yours, made with ingredients you’d find in a chef’s kitchen, and we can’t wait for customers to try some of the new delicious dishes available.”

Kerridge added: “I’ve been lucky enough to travel the length and breadth of the UK over the last two years in my Farm to Foodhall adverts, meeting M&S’ incredible farmers and suppliers. I’ve been so inspired by the innovation and quality of what they’re producing, I just knew I wanted to create something for M&S customers using all these little gems from around the Foodhall.

“The gastropub kitchen is my heartland and these new dishes take inspiration from the flavours from my pubs – comforting classics with modern twists, top notch ingredients and layers of flavour. All with the added beauty of being able to enjoy them from the comfort of your own home.”