M&S Food has unveiled its latest campaign celebrating the launch of its health and wellness ranges, Brain Food and Yay! Mushrooms.
It will run across TV, VOD, press, digital audio, pr, paid and organic digital and social, as well as in-store and CRM for the next month.
The 30 second TV ad spotlights the Brain Ball, the hero line from the new 13-piece Brain Food range which has been developed in partnership with the British Nutrition Foundation.
Through the voice of British actor and comedian Mark Heap, Brian the Brain ball is subtly animated in a back-and-forth conversation with M&S Food ambassador Dawn French as the pair showcase the innovation of the product and highlight the product’s nutrients.
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The digital out of home will spotlight the Yay! Mushrooms AM & PM Cold Pressed Shots, targeting commuters to kickstart their day with the AM shot and wind down in the evening with the PM shot.
The YAY! Mushrooms range has been created in partnership with Royal Botanic Gardens, Kew, and includes five new drinks featuring two key fungi, lion’s Mane and reishi.
M&S Food marketing and loyalty director Sharry Cramond said: “Insight, quality and innovation is at the heart of everything we do and these two new first to market own label ranges, M&S Brain Food and YAY! Mushrooms, are the perfect examples of when these three marry together.
“We’re seen as the leading retailer offering healthy choices and 80% of our customers say they are concerned about their cognitive/brain health, so it really made sense for us to introduce Brain Food to our Foodhalls.
“YAY! Mushrooms taps into our adventurous customers who love to try new things and also aims to open us up to new customers who may be familiar with lion’s mane but have not tried them in a delicious drink. The campaign brings to life the unique ‘only at M&S’ innovation, which is central to our marketing strategy as we have a complete ban on the generic.
“We’re absolutely obsessed by the quality of the products in our Foodhalls and that’s why we’ve partnered with industry experts to support our claims on both ranges. This January, M&S truly is the home of health and we can’t wait to see what customers think of our exciting, tasty and beneficial new products.”
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