M&S Food has launched a new advertising campaign in a bid to highlight the quality of its products.

Featuring celebrity chef Tom Kerridge, the first ad of the ‘Farm to Foodhall’ campaign sees the star visit a farm in Somerset to take a look behind the scenes of M&S’ Oakham Gold RSPCA Assured chicken.

According to The Grocer, the five-month-long campaign will also see Kerridge explore five more farms that supply the retailer’s Collection Red Diamond Strawberries, Single Origin Honey and Sourdough, as well as its DNA traceable beef and RSPCA Assured milk.

While a total of 12 ads will roll out across ITV and Channel 4, the campaign will also feature across email and social media up until September.

The chef and M&S ambassador will also be releasing recipes made using items from the M&S Select Farmers featured in the ads.

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“M&S quality is unbeatable – it’s what sets us apart from the rest and why our customers love to shop with us,” M&S food marketing director and director of hospitality, Sharry Cramond told The Grocer. “That’s thanks to the hard work of our Select Farmers, who go to great lengths every day to deliver the best of the best. Our trusted value promise means we’ll never compromise on quality, while still offering customers great value.

“It’s fantastic to have the brilliant Tom Kerridge leading customers on this journey across the UK. At M&S we’re passionate about showcasing the best of British farming, which Tom is such a champion of. We’ll be inspiring viewers with delicious recipes across TV, email, organic and paid social media – can’t wait to get cooking myself.”