M&S Food launches biggest ever marketing campaign
Marks & Spencer’s food business is launching its biggest-ever marketing campaign with its latest Farm to Foodhall creative.
Spanning 18 weeks, it will run across TV, VOC, press, OOH, PR, digital and social until early June, and return to all above-the-line channels after the Euros. There will also be a range of in-store and CRM activity including POS in store windows and carparks, in aisles and on shelves, as well as on Scan & Shop devices.
The campaign features M&S chef ambassador and Michelin-starred chef Tom Kerridge visiting M&S Select Farms across the country to tell some of the stories behind the quality and provenance of the retailer’s food products.
Sharry Cramond, marketing director at M&S Food, explained: “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.”
M&S said Farm to Foodhall 2023 was the best-performing food campaign that it had ever tracked with the highest ever volume of incremental returns driven. This year, it will feature more sustainability messaging as the brand focuses on its fully integrated sustainability plan ‘Plan A’ to reach net zero.
