Farm to Foodhall: Creating A Second Christmas

‘Farm to Foodhall’ is the single most effective campaign that M&S Food has ever run. Created by the in-house team, and fronted by Michelin-star chef Tom Kerridge, the campaign was crafted to sit between editorial and advertising, documenting real stories of the provenance and quality being every single product.

18 separate 60’’ films were created showing Tom travelling the country, meeting the farmers, producers and growers behind M&S products and learning more about the passion, craft and dedication that drives their work. Only products which exemplify “This Is Not Just…” were chosen, each with a unique and defensible proof point, and ownable to M&S Food.

The campaign was the most integrated to date; supported across DOOH, press, paid social and in store. Recipe content was created using only ingredients you could find in an M&S Foodhall, hosted on the M&S website and digital channels, where we know customers are looking for meal inspiration. CRM played a vital role, executing over 50 post-purchase trigger emails that meant when one of our Sparks customers bought a hero product in store, they’d receive an email with more information on the provenance and quality of the product, alongside recipe inspiration and wine pairings. A brand new ITV1 Ad Funded Programme called ‘Tom Kerridge Cooks Britain’ complemented the campaign, aiming to deepen M&S Food’s connection to provenance and quality.

‘Farm to Foodhall’ has been pivotal to building quality perception, deepening brand trust and driving people into store, executed across multiple touchpoints and all created in-house.