M&S has launched a four-month ‘Fresh Market Update’ campaign targeted at customers, championing British Farming by showcasing the lengths its Select Farm partners go to deliver ‘exceptional quality’ M&S Food.
The campaign is made up of its Plan Bee initiative, the expansion of its RSPCA assured range, building trusted partnerships, and a new TV and multimedia campaign taking customers behind the scene at its Select Farm.
Plan Bee will see M&S is introduce 30 million bees to 28 UK Select Farm Sites this summer located across the country, from Herefordshire to Hampshire.
The journey of its bee programme can be tracked via an interactive blog on the M&S website, the ‘Bee Blog’, which will give regular updates from the farms, fed through from expert beekeeper David Wainwright, who has been producing honey for M&S for more than 10 years
From April, M&S will be expanding its RSPCA Assured range to include all fresh eggs, pork, farmed salmon and farmed trout, Oakham Gold chicken and milk.
On building trusted partnerships, Stuart Machin, managing director of M&S Food said: “We only work with farmers and growers that we know and trust to source our products with the upmost care. I’m incredibly proud that we’ve raised the bar yet again for 2021, with an industry-leading bee programme, boosting biodiversity on our Select Farms and the introduction of the biggest range of RSPCA Assured products on the market.”
And the new TV and multimedia campaign will be the retailer’s biggest ever quality campaign and will take customers behind the scenes at its Select Farms, showcasing the work of M&S’ Select farmers up and down the UK.
A total of 19 ads will run across the four-month campaign. Each week M&S will introduce viewers to a different farmer, incuding Chris Chinn growing the ‘finest single origin seasonal asparagu’s to the Davidstow creamery which has produced M&S’s Cornish Cruncher for the last 17 years.
The TV campaign will run across ITV, Channel 4 and YouTube, and is supported by a monthly in store free What’s Fresh magazine and a bespoke 40-page Fresh publication covering M&S’s Select Farms suppliers and the food they produce. Direct mail, emails, social media, including bespoke ‘meet the farmer’ films will target customers, and an online hub containing farmer stories, recipes, seasonal eating tips and a bee blog will be regularly updated.