FOOD & & BEVERAGE M&S launches digital food project featuring celebrity fans
10 September 2018|by The Retail Publication
M&S Food has launched a new digital food campaign including stars Amanda Holden, Rochelle Humes, Paddy McGuinness and Emma Willis.Called ‘What’s
brand-new at M&S’, the campaign will be the merchant’s biggest ever on social networks and will see the celebs reviewing its most current food and picking their preferred new items every month.
The launch episode of the 12-month series sees Holden, Humes, McGuinness and Willis tasting and picking their preferred Italian meal from the M&S variety.
Sharry Cramond, food marketing director at M&S stated: “M&S is well-known for new, innovative food. Each month we present mouth-watering items and we wanted to discover a brand-new and different way to inform our consumers about them, who better than a few of the country’s favourite TV stars. Amanda, Rochelle, Paddy and Emma and their households are all big M&S Food fans when I approached them to make a video with us and discuss their favourites, they all said it sounded like a dream job! “
The project also consists of M&S Food’s very first use of Instagram TELEVISION and was made specifically for this new content stream which introduced three months back. It marks the first time social-first video content has been created and used in M&S Food marketing.Cramond stated it was necessary that the workout was not viewed as simply another celeb project. She added:”The videos are completely unscripted so recording them resembles seeing a group of friends talking in the cooking area makings the entire procedure really natural and genuine. I think our consumers will love the humour and heat in the videos and I desire it to motivate them to begin discussing and sharing their M&S food favourites with their good friends, family and with us on social media. “Email this post to a buddy You have to be logged in to use