M&S launches digital food campaign featuring celebrity fans
M&S Food has launched a new digital food campaign featuring celebrities Amanda Holden, Rochelle Humes, Paddy McGuinness and Emma Willis.
Called ‘What’s new at M&S’, the campaign will be the retailer's biggest ever on social media and will see the celebrities reviewing its latest food and picking their favourite new products each month.
The launch episode of the 12-month series sees Holden, Humes, McGuinness and Willis tasting and choosing their favourite Italian meal from the M&S range.
Sharry Cramond, food marketing director at M&S said: “M&S is famous for new, innovative food. Each month we introduce mouth-watering products and we wanted to find a new and different way to tell our customers about them, who better than some of the nation’s favourite TV stars. Amanda, Rochelle, Paddy and Emma and their families are all big M&S Food fans and when I approached them to make a video with us and talk about their favourites, they all said it sounded like a dream job! “
The campaign also includes M&S Food’s first ever use of Instagram TV and was made especially for this new content stream which launched three months ago. It marks the first time social-first video content has been generated and used in M&S Food marketing.
Cramond said it was important that the exercise was not seen as just another celebrity campaign. She added: “The videos are completely unscripted so filming them is like watching a group of friends chatting in the kitchen which makes the whole process really natural and authentic. I think our customers will love the humour and warmth in the videos and I want it to inspire them to start debating and sharing their M&S food favourites with their friends, family and with us on social media.”
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