M&S Food has launched a major national campaign showcasing its high quality produce as it takes the consumer on a journey revealing what is “behind the magic of M&S Food”.
The ‘This is not just food – it’s never just food’ campaign includes the final film in the retailer’s five-month Farm to Foodhall journey, which stars Michelin-starred chef and brand ambassador Tom Kerridge.
The chef has been touring the UK since last year, meeting with M&S suppliers and farmers before sharing behind-the-scenes information about how far M&S Food goes for quality produce.
The latest ad shows Tom moving away from showcasing a single product and instead looking back at everything he has learnt about M&S Food, specifically its approach to animal and supplier welfare, environmental standards and food quality.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Making its debut on 25 September and running until 15 October, the ad will be supported with significant OOH and print advertising spend, as well as paid digital media and ongoing coverage across social media and via key influencers.
M&S Food and hospitality marketing director, Sharry Cramond, said: “Our customers are more interested than ever on where their food comes from, as well as what is in it, for when they are feeding their families.
“They also really care about animal welfare and the welfare of our farmers and suppliers too. So we wanted to shout about what really sets us apart from other supermarkets when it comes to quality and ingredients… Like Tom says – when we say ‘This Is Not Just Food’ we really do mean it – it’s not just an advertising tagline.”
Tom Kerridge added: “‘This is Not Just Food’ is just a nice line in an M&S advert isn’t it? Well, that’s what I thought until I got on the road. There’s so much I didn’t know about what goes on behind-the-scenes to produce the best quality food – and ensure that farmers and their animals have the highest welfare possible.
“I didn’t know, but I do now. And I want you all to know too.”
M&S recently parted company with long-time agency partner House 337, having worked together across clothing and home since 2019.
