Marks & Spencer is launching a major new TV, multimedia, and in-store campaign which will focus on the quality of its food and showcase the work of its ‘Select’ farmers around the UK.
A total of 19 ads will run across the four-month ‘Fresh Market Update’ campaign. Each week M&S will introduce viewers to a different farmer that supplies food for its Select Farm brand, which is built around the promise to source goods from producers with the highest animal welfare, environmental and quality standards.
Consumers will hear directly from the farmers about the lengths they go to deliver Select Farms quality, with each ad presented by ITV’s Weather Presenter Lucy Verasamy (see below).
The ads also include M&S chef Chris Baber offering seasonal family recipes.
The campaign aims to reach over 60% of the population with ads running across ITV, Channel 4 and YouTube. M&S stated that as well as highlighting its quality offering, the campaign will push value messaging for weekly shops.
The TV ads will be supported by a monthly in-store free ‘What’s Fresh’ magazine and a bespoke 40-page Fresh publication covering its Select Farms suppliers and the food they produce. Direct mail, emails, social media, including bespoke ‘meet the farmer’ films, will also target customers, supported by an online hub.
In-store displays and newly designed packaging will also highlight the provenance, quality, and sourcing credentials of its food.
Stuart Machin, Managing Director of M&S Food said: “We only work with farmers and growers that we know and trust to source our products with the upmost care. I’m incredibly proud that we’ve raised the bar yet again for 2021, with an industry-leading bee programme, boosting biodiversity on our Select Farms and the introduction of the biggest range of RSPCA Assured products on the market.
“As an own-brand food retailer, our founders understood the value in building long-term trusted partnerships and that approach remains central to how we do business today. It’s thanks to our unique supplier relationships that we can deliver on our customer promise of trusted value – with delicious, exceptional quality fresh produce and meat – and in our new campaign we want to show the enormous effort our Select Farm partners put in behind the scenes to make M&S food special.”