Marks & Spencer has been working with Adjust Your Set, one of the UK’s leading digital content agencies, to reveal three adventurous food films celebrating creating dishes using their ingredients as a shared journey of discovery. Adjust Your Set worked with popular food bloggers to showcase new M&S products and demonstrate how simple it can be to create inspirational, delicious meals.
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 and unique location. The expert then introduces them to a new range of products and issues a challenge to create a new meal using the ingredients provided. The film becomes a journey of collaboration and discovery between the blogger and the expert as they create a new dish together.
The campaign is targeted at those who love delicious food and aspire to eat well and learn more, as well as those who need a little inspiration and confidence to help them spend more time in the kitchen.
The films will be promoted on M&S channels (M&S.com, M&S TV, M&S food app and social channels) where both viewers and fans will be asked to replicate the created meals and then asked to share their attempts with the wider M&S online community. The bloggers will also share the content on their blogs.
Adjust Your Set will also be creating a series of food-related Vines launching periodically throughout the campaign, offering viewers short, insightful nuggets of cooking advice.
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.
We wanted to keep the focus on the products themselves as at M&S we invest a huge amount of thought into every detail. It’s this approach and the unique product we stock that differentiates us from other retailers.
Our autumn campaign has a focus on trying new things and embarking on a food adventure, we wanted to work with the top UK food bloggers and employ an approach that would reflect this
Global Head of Brand and Marketing Marks & Spencer.
We wanted to show that creating and enjoying great food is a shared journey of discovery in itself. In these films we celebrate the role of M&S as both an inspiration and partner on that journey – from the breadth of high quality ingredients available in their stores, through to the innovative ideas that only come from a brand who knows food intimately.
Executive Creative DirectorAdjust Your Set
We’ve incorporated the recipe app into the video so the detailed cooking instructions were something the watcher could access later when they were ready to cook the dish. This approach allowed us to be more creative and create a piece of film that was more pleasurable to watch.
Brand Digital Marketeer, Food, Marks & Spencer
Marks & Spencer is one of the leading food retailers in the UK; the video episodes ‘Adventures In Food’ is running as part of a dual-pronged autumn campaign ‘Adventures In Imagination’.