M&S Food has launched its biggest-ever marketing campaign with its latest ‘Farm to Foodhall’ creative starring Michelin-starred chef Tom Kerridge.
The campaign, which runs for 18 weeks, will see Kerridge visit the retailer’s Select Farms across the country to tell the stories behind the products.
It 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.
The campaign will be 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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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 builds on last year’s Farm to Foodhall, which M&S said was the best performing campaign it had ever tracked with its highest-ever volume of incremental returns driven.
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