Grey London has created a new film to celebrate the lengths Marks & Spencer goes to trace the provenance of its beef products.
The ad is part of campaign highlighting that all M&S beef is British, whether it’s a tender sirloin steak, a mouth-watering beef burger, the beef in tasty M&S sandwiches or a delicious prepared meal.
The new campaign also informs viewers that M&S is able to trace all its beef products all the way back to every farm and animal using cutting edge DNA technology.
The film follows the strong heritage of M&S Food campaigns, and builds on close-up images of mouth-watering dishes by placing them in a larger setting. In the film the camera pans across a huge banquet-style table filled with beef products – all bathed in glorious, early evening sunshine.
Sharry Cramond, Food Marketing Director at M&S, said: “Since joining M&S I’ve been amazed at the stories behind our products. Our people go to extraordinary lengths to source the very best ingredients and products and we are not shy of using cutting-edge technology to guarantee our provenance. Our beef campaign is an important first step in shining a spotlight on our unrivalled food standards – because trusting the food we eat matters to our customers.”
To create the film M&S and Grey once again teamed up with the French production company ‘Where is Brian’, world leaders in food film production.
Co-Chief Creative Officer at Grey London Vicki Maguire added: “ We wanted to deliver this rational message of provenance in an emotional way that would really tickle the appetite. People really care about where their produce comes from, so we wanted to celebrate the food’s origins with all the ceremony and joy you’d associate with a giant M&S banquet table.”
The film launches on May 5th and will run in the UK, Czech Republic, France and Hong Kong. The media agency is Mindshare.