M&S runs Fresh Market Update campaign
M&S Food has introduced an updated five-month Fresh Market customer campaign as it looks to showcase the quality, value and freshness of its products.
Building on last year’s Fresh Market campaign, which reached 35 million people across 18 weeks, the new activity will span multimedia and TV with 62 different ads running between April and September.
It will aim to show how M&S dairy farmers put animal welfare first in producing RSPCA Assured milk and how growers deliver fresh and high quality produce whilst investing in sustainability.
M&S Food marketing director Sharry Cramond, said: “Our Fresh Market Update campaign is a celebration of the best of British farming. Through our longstanding supplier relationships with our select farmers, we’re able to offer trusted value, which matters to customers more than ever. This means delivering exceptional value delicious quality meat and fresh produce day in day out without compromising on our leading sourcing and animal welfare standards.”
The first advert was broadcast on Friday evening during Channel 4’s Gogglebox and was fronted by ITV Weather’s Lucy Verasamy. Each week, documentary-style episodes will take customers behind the scenes of a different M&S product.
Fresh Market Update will run across ITV, Channel 4 and YouTube, with videos also available on an online hub containing farmer stories and recipes. Customers will also see the campaign across direct mail, emails, social media and via the retailer’s nationwide store-run local Facebook pages.
M&S Food head of brand communications Robbie Black added: “Fresh Market Update is not just a TV campaign, we’ll be reaching customers across email, organic and paid social media, as well as tying in with our newly launched M&S Food magazine available in-store.
“We’ve partnered with ITV Creative to deliver innovative documentary-style format films that will really engage viewers. Last year the campaign was a huge success, reaching 35 million people across 18 weeks and we’re hoping it will be just as popular this year.“
