M&S Food has revived its Fresh Market Update customer campaign, launching a new five-month TV advertisement plan across ITV, Channel 4 and YouTube.
Following the success of the supermarket’s campaign last year, which reached 35 million people over 18 weeks, the new multimedia campaign will see 62 different advertisements running between April and September.
The campaign intends to highlight the “exceptional quality”, value and freshness M&S Food British Select farmers provide.
“M&S works with 8,000 Select Farmers it knows and trusts across the UK to deliver trusted value for customers, and has the widest range of RSPCA Assured products available than any other national retailer,” M&S said.
The supermarket will also showcase how its dairy farmers put animal welfare first in producing RSPCA Assured milk.
M&S added: “Since 1999, M&S’s Milk Pledge has guaranteed dairy farmers a fair and sustainable price, giving them the security to invest in higher animal welfare standards.”
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The documentary-style TV advertisements, presented by ITV Weather’s Lucy Verasamy, will take customers behind the scenes of individual M&S products.
While the campaign will run across ITV, Channel 4 and YouTube, it will also be promoted via direct mail, emails, social media and M&S’ nationwide store-run local Facebook pages, which receive 3 million views a week.
“Through our longstanding supplier relationships with our Select Farmers, we’re able to offer trusted value, which matters to customers more than ever,” M&S Food marketing director, Sharry Cramond, said.
“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.”
RSPCA CEO Mike Baker added: “We’re delighted to see the return of M&S’s Fresh Market Update campaign, highlighting their market-leading range of RSPCA Assured products, the widest of any UK retailer.”
“M&S is leading the way on animal welfare, and the campaign provides customers with a fantastic insight into the hard work that goes into higher welfare farming, and the better life that animals farmed to RSPCA welfare standards enjoy.”
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