Wednesday, 01 October 2014

The retailer has worked with digital content agency Adjust Your Set to create three films as part
of a campaign called Adventures in Imagination that celebrates M&S products, and how easy it is
to prepare adventurous meals.
It builds on the Adventures in Food campaign, which kicked off in September to celebrate M&S
food and clothing.
Three episodes have been created: “Japanese cuisine” with blogger Eat Like a Girl; “salmon
Infused tea with corgetti” with bloggers Hemsley and Hemsley; and “a vegan quesadilla” with
blogger Deliciously Ella.
At the start of the films each blogger arrives at an unknown location where they are introduced to
a new range of ingredients and challenged to create a meal using them.
The film becomes a “journey of collaboration” between the blogger and food expert. The recipe
app has also been incorporated into the video for consumers to access.
The campaign has been designed to target those who “love delicious food” and “aspire” to eat well
and need inspiration and confidence to help them in the kitchen.
The films will be promoted on M&S channels (M&, M&S TV, M&S food app and social
channels). Viewers will be asked to replicate the meals and share their dishes with the wider M&S
online community. Bloggers will then share the content online.
The campaign will also be supported by a series of Vines offering short, insightful tips.
Nathan Ansell, global head of brand and marketing, said: “We wanted to create content that was
of real value and would inspire our customer to cook something new.
“At M&S we believe the essence of good food is good quality ingredients. We also believe that
you don’t need to spend half a day in the kitchen to cook a great meal.
“We feel this series embodies that approach as well as creativity and expertise which is very
much at the heart of what we do. Our autumn campaign has a focus on trying new things and
embarking on a food adventure.”
Meanwhile, the Financial Times cited Kantar Worldpanel figures today which revealed M&S
clothing sales dipped over the past three months.
According to the figures, the retailer suffered a 0.6 percentage point decline in its share of the
clothing market, with menswear suffering the greatest fall at 1.2 percentage points.

Client: Zarah Harrison, brand marketing manager, food, M&S

Agency: Adjust Your Set

Director: Doug Hurcombe

Posted by: @djshyluckjimmy.

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