M&S Food is sending Michelin-starred chef Tom Kerridge to farms around the UK as it launches its biggest-ever marketing campaign, celebrating the quality of its British produce.
Launching across TV, VOC, press, PR, paid and organic digital and social and OOH from today (8 April), the campaign shows Kerridge visiting M&S Select farms across the country to share the stories behind the products.
The campaign builds on Farm to Foodhall 2023 which was the best-performing campaign ever tracked by the retailer – with the highest-ever volume of incremental returns driven, and Kantar tracking showing it outperformed industry norms.
This year’s campaign, to be backed by in store and CRM activity, includes increased sustainability messaging and will continue to early June.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
The campaign will be accompanied by a primetime ITV series entitled ‘Tom Kerridge Cooks Britain’ to begin in June, showing the chef travelling across the UK meeting different farmers and growers and cooking with the products.
Co-created with South Shore Productions and Bone Soup Productions it will air from June, and builds on other M&S ad-funded series including ‘Cooking with the Stars’ and ‘Dress the Nation’.
“Our Farm to Foodhall stories have a powerful brand effect and resonate incredibly well with our customers, which is why we’re bringing the campaign back bigger than ever. We hold unique relationships with our amazing farmers and growers, who we have worked with for many years,” said M&S Food marketing director Sharry Cramond.
She added: “They are incredibly important to us, so it’s important that we tell amazing stories of how we are continuing to work in partnership to deliver fantastic quality, seasonal food grown in Britain and sold in our Foodhalls.”
Chef Tom Kerridge continued: “I’m thrilled to be part of M&S’ new Farm to Foodhall campaign after having one of my greatest food moments ever enjoying honey fresh from a beehive on an M&S select farm during filming last year.”
“When M&S say its not just food, they mean it. It’s never just food.”
