M&S is encouraging consumers to “support their health” this January in a new campaign.
The retailer‘s campaign introduces consumers to its new health and wellness ranges: ‘Brain Food’ and ‘Yay! Mushrooms’.
The ‘Brain Food’ range was developed in partnership with the British Nutrition Foundation and contains the nutrients omega 3, iron, iodine, folate, zinc, and vitamin B12.
‘Yay! Mushrooms’ was developed in collaboration between the Royal Botanic Gardens, Kew, and M&S and includes five new drinks featuring fungi lion’s mane and reishi.
M&S marketing and loyalty director Sharry Cramond said: “Insight, quality and innovation is at the heart of everything we do and these two new first to market own label ranges, M&S Brain Food and YAY! Mushrooms, are the perfect examples of when these three marry together.
“We’re seen as the leading retailer offering healthy choices and 80% of our customers say they are concerned about their cognitive/brain health**, so it really made sense for us to introduce Brain Food to our Food halls.”
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The ad will launch today (2 Januar)y and run across TV, video-on-demand, press, digital audio, PR, paid and organic digital and in-store.
According to the retailer, the ad will follow Brian the Brain Ball, voiced by British actor and comedian Mark Heap, showcasing the importance of brain health. In the ad, the ball is shown conversing with a voiceover from M&S ambassador Dawn French.
The new ranges will be available at M&S stores and online at Ocado.
Cramond added: “YAY! Mushrooms taps into our adventurous customers who love to try new things and also aims to open us up to new customers who may be familiar with lion’s mane but have not tried them in a delicious drink. The campaign brings to life the unique ‘only at M&S’ innovation, which is central to our marketing strategy as we have a complete ban on the generic.
“We’re absolutely obsessed by the quality of the products in our Foodhalls and that’s why we’ve partnered with industry experts to support our claims on both ranges. This January, M&S truly is the home of health, and we can’t wait to see what customers think of our exciting, tasty, and beneficial new products.”
