M&S campaign celebrates UK farmers

M&S Food on Friday (22 April) launched its latest consumer campaign to showcase its British Select farmers and the quality of their produce.

Building on the success of last year’s campaign, which reached 35 million people across 18 weeks, the new multimedia and TV ’Fresh Market Update’ campaign will see 62 different ads running between April and September.

Each week, documentary-style episodes presented by ITV Weather’s Lucy Verasamy will take customers behind the scenes of a different M&S product, showcasing how growers deliver sustainable, fresh and top quality produce, M&S Food said in a press release.

Fresh Market Update will run across ITV, Channel 4 and YouTube, with videos also available on an online hub containing farmer stories and recipes. 

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 ’the best pick of the crop’ Jersey Royal New Potatoes and British Frozen Garden Peas will feature in the new Fresh Market Update campaign.