- Campaign will take customers on journey across the UK, showcasing the lengths farmers and growers go to in delivering exceptional quality and great value M&S Food
- 62 different adverts will run between April and September, presented by ITV’s Lucy Verasamy
- Products featured in the campaign include M&S’ RSPCA Assured milk and summer flowers
Today (Friday 22nd April), M&S Food launches its new five-month Fresh Market Update customer campaign, showcasing how its British Select farmers deliver the exceptional quality, value and freshness the retailer is known for.
Building on the success of last year’s campaign which reached 35 million people across 18 weeks and strengthened customer perceptions of M&S quality and value, the new multimedia and TV campaign will see 62 different ads running between April and September.
Viewers will see how M&S dairy farmers put animal welfare first in producing RSPCA Assured milk and how growers deliver the freshest and highest quality produce, while investing in sustainability.
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. 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.
The first advert will be broadcast this evening during Channel 4’s Gogglebox, fronted by ITV Weather’s Lucy Verasamy. Each week, documentary-style episodes presented by Lucy will take customers behind the scenes of a different M&S product.
Fresh Market Update will run across ITV, Channel 4 and YouTube, with videos also available on an online hub containing farmer stories and recipes. Customers will also see the campaign across direct mail, emails, social media and via M&S’ nationwide store-run local Facebook pages, which receive over 3million views a week.
M&S Food Marketing Director, Sharry Cramond, said:
“Our Fresh Market Update campaign is a celebration of the best of British farming. Through our longstanding supplier relationships with our Select Farmers, we’re able to offer trusted value, which matters to customers more than ever. 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.”
M&S’ has invested over £100 million in its value proposition over the last three years as part of its commitment to delivering trusted value for customers.
Farmers behind products including M&S’ 100% RSPCA Assured milk (2 pints for 95p), the best pick of the crop Jersey Royal New Potatoes (750g for £2.50), British Frozen Garden Peas (1kg for £1.20) and Select Farms 100% British Beef Mince 5% Fat (500g for £3.00) will all feature in the new Fresh Market Update campaign.
M&S Food Head of Brand Communications, Robbie Black, adds:
“Fresh Market Update is not just a TV campaign, we’ll be reaching customers across email, organic and paid social media, as well as tying in with our newly launched M&S Food magazine available in-store.
We’ve partnered with ITV Creative to deliver innovative documentary-style format films that will really engage viewers. Last year the campaign was a huge success, reaching 35 million people across 18 weeks and we’re hoping it will be just as popular this year.“
Charlie Langmead from West Sussex, behind M&S’ 100% RSPCA Assured milk and Matthew Naylor, whose family have been growing cut flowers for over 70 years in South Lincolnshire, are two farmers who will be included in the campaign.
100% RSPCA Assured milk
M&S’ longstanding Milk Pledge enables Select Farmers such as Charlie Langmead in West Sussex to ensure dairy cows are cared for to the highest animal welfare standards.
Select Farm partners also follow the retailer’s own sourcing standards, developed in collaboration with suppliers, a specialist veterinary surgeon, industry experts and NGOs.
Cows graze on lush pastures during the Spring to Autumn period as long as the weather and soil conditions will allow, with housing providing ample room and bedding for cattle to move around freely with fresh water, natural light and air.
Mike Baker, CEO at RSPCA Assured, said: “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.”
Offering the best of British flowers
In South Lincolnshire, the Naylor family have been growing cut flowers for over 70 years and Matthew Naylor and his team have been supplying M&S with a variety of British flowers for nearly two decades.
The farm grows over 100 million stems of cut flowers per year including sunflowers, sweet williams, delphiniums, alliums and peonies. The skilled harvest team pick the flowers seven days a week so that they are at just the right stage, to make sure that they look their best in M&S customers’ homes.
M&S’ agronomists have developed specific flower foods that give each flower type the longest life possible once they are in the vase.
Buying British flowers helps to create jobs in the countryside and in recent years the Naylor family has been able to invest in sustainable farming projects including renewable energy, roof water harvesting and robotic weeding.
For more information about Fresh Market Update, please visit: