UK retailer Marks and Spencer (M&S) has launched a new digital food campaign, which will be the retailer’s biggest ever on a social media platform.
Announced on Twitter, M&S has brought in celebrities Amanda Holden, Rochelle Humes, Paddy McGuinness, and Emma Willis to taste and critique its latest food and picking their favourite new products each month.
According to The Retail Bulletin, the campaign is a 12-month series of videos featuring the four celebrities digging in a picking their favourite meal.
“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,” Sharry Cramond, food marketing director at M&S.
“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 is also the first time that the retailer will be using Instagram TV, with the new campaign being designed for the software.
Carmond stressed that this is not just another celebrity campaign, and that the videos are completely unscripted, and feels like watching a group of friends talking and having fun in the kitchen.
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.