Celebrities Amanda Holden, Rochelle Humes, Paddy McGuinness and Emma Willis are taking part in M&S Food’s biggest ever social media campaign, which showcases new products from the retailer. The foursome will get together each month to taste a selection of the new products and choose their individual favourites.
A teaser video went live on Saturday (September 8) and the campaign kicked off in full yesterday (Sunday September 9) on M&S Instagram TV, YouTube and Facebook, with the launch of the first film showing the celebrities tucking into M&S Food’s newly relaunched Italian collection.
This first episode will run throughout September. The celebrities will also share the videos on their social platforms with a combined reach of over nine million people. Customers will see the campaign come alive in stores too, with point-of-sale ads highlighting the celebrities’ favourite new dishes and encouraging shoppers to share their M&S favourite using the hashtag #MyMarksFave.
The next episode will launch on M&S Instagram and Facebook in the first week of October, again featuring the latest new products for the month.
M&S food marketing director Sharry Cramond said: “We know our customers all have their firm M&S favourites, but they don’t always see just how many amazing new products our talented chefs develop and launch every month.
“What better way to highlight our innovation than getting some of the nation’s favourite celebrities together to taste them? Amanda, Rochelle, Paddy and Emma all genuinely love M&S food, so bringing them together with our in-house team is a real recipe for success. The sessions are unscripted, authentic, all-you-can-eat moments for the celebrities to enjoy great food and great company – and the result is comedy magic.”
The campaign includes M&S Food’s first ever use of Instagram TV (IGTV)and was made especially for this new content stream. It also marks the first time that M&S Food has generated social-first video content.