M&S Food: Cooking with the stars – let M&S entertain you

M&S Food, a premium grocery brand, partnered with ITV to introduce a new show in the UK, Cooking With The Stars, to democratise the brand, broaden its appeal, and strengthen its awareness and credentials in fresh ingredients.

Executive Summary

M&S Food is not just any supermarket. It's where you go for special occasions. For Valentine's Day. For Christmas Day. For "I won an award, let's celebrate!" day. In short; for 'not just any' day. And that was an opportunity.

In 2021, the brand saw a chance to broaden its appeal – beyond the ready meals, sandwiches and occasions they were famous for. Customers saw M&S as fantastic quality, but didn't consider them for when they were cooking from scratch. While other successful campaigns were running – such as Fresh Market Update which focused on sourcing...

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