Marks & Spencer has unveiled its biggest ever social media campaign, featuring a panel of celebrities who will judge their new food releases in a new Instagram video each month. The retail giant revealed the new campaign today which stars TV favourites Amanda Holden, Rochelle Humes, Paddy McGuinness and Emma Willis all sharing their guilty pleasures. The debut episode of the 12-month series sees the four food fans tasting and choosing their favourite meal from a range of tasty dishes. Viewers will see the celebrities taste and debate their favourite dishes with ‘plenty of banter, irreverent humour and good fun’ thrown into the mix.
The campaign includes the retailer’s first ever use of Instagram TV and was made especially for this new content stream, which launched only three months ago. It marks the first time social-first video content has been generated and used in M&S food marketing. Speaking about the campaign, M&S food marketing director Sharry Cramond said: ‘Amanda, Rochelle, Paddy and Emma and their families are all big food fans and when I approached them to make a video with us and talk about their favourites, they all said it sounded like a dream job.’ She added: ‘The videos are completely unscripted so filming them is like watching a group of friends chatting in the kitchen which makes the whole process really natural and authentic.’