M&S Ireland’s ‘Farm to Foodhall’ campaign has been given a 5.9 star rating from consultancy System 1.
System 1 predicts long term brand growth by measuring the publics emotional response to advertising. According the platform, only 1 per cent of ads achieve a rating of 5.0 or higher.
The ad features Irish celebrity chef Mark Moriarty sampling strawberries at a partner farm and is part of its ‘Farm to Foodhall’ brand platform which runs in the UK and Ireland (however it stars Tom Kerridge in the UK).
Andrew Tindall, chief growth officer- advertising at System1 said: “From day one, M&S found a winning formula. Trusted chefs, real farmers, beautiful settings, all reinforcing the idea that M&S stands for quality worth caring about.
“The real brilliance is that they stuck with it. Every new execution builds emotional equity, making the campaign more memorable and more effective over time.”
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Previous adverts in the series have also performed well, with last years ‘Fresh Tomatoes’ campaign receiving a 4.2 star rating.
UK adverts have also achieved “exceptional results” with its British Red Diamond strawberry ad receiving a 5.3 star rating.
Head of marketing and sales M&S Ireland Frances Gordon said: “Our Farm to Foodhall campaign showcases the strength of our partnerships with Irish farmers, and the exceptional ingredients and consistent quality they deliver.
It’s rewarding to see our work with suppliers connecting so strongly with customers, reflecting the trust and pride that sits behind every product.”
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