Marks & Spencer (M&S) is kicking off the new year with the launch of two innovative food ranges aimed at promoting health and wellbeing: Brain Food and YAY! Mushrooms. The campaign officially started on January 2nd, 2023, and aims to position M&S as the go-to destination for health-conscious customers throughout January and beyond.
The initiative, which runs for one month, features comprehensive marketing across various channels, including TV ads, digital media, and in-store promotions. The focus is predominantly on the Brain Ball, the centerpiece of the new Brain Food range, which is crafted to highlight the importance of brain health-supporting nutrients.
Mark Heap, the beloved British actor and comedian, lends his voice to the animated Brain Ball character, engaging audiences with clever banter. The ad features the iconic M&S Food ambassador, Dawn French, adding to the playful yet informative campaign. This 30-second advertisement will air on prominent channels like C4, ITV, and Sky, including during popular shows such as The Masked Singer Special and This Morning.
The M&S Brain Food range comprises 13 unique products, each developed to deliver six key nutrients typically lacking in many diets: omega-3, iron, iodine, folate, zinc, and vitamin B12. These offerings were created after insightful collaboration with the British Nutrition Foundation to meet rising consumer demands around cognitive health awareness. Sharry Cramond, M&S Food's Marketing & Loyalty Director, states, "Insight, quality and innovation is at the heart of everything we do and these two new first to market own label ranges, M&S Brain Food and YAY! Mushrooms, are the perfect examples of when these three marry together." Cramond emphasizes the importance of these new ranges as they respond to the health concerns, noting, "80% of our customers say they are concerned about their cognitive/brain health."
On the other hand, the YAY! Mushrooms range is showcased as another facet of M&S’s commitment to innovation, developed alongside the Royal Botanic Gardens, Kew. This range introduces five new drinks featuring extracts from lion’s mane and reishi mushrooms, each reputed for their unique health properties. Cramond explains how this range will appeal to adventurous customers eager to sample nutritious beverages, including those newly interested in functional ingredients.
The campaign leverages modern digital marketing strategies, including Digital Out of Home advertising, particularly targeting commuters to captivate them with AM & PM Cold Pressed Shots from the YAY! Mushrooms range. The AM shots are positioned as energizing beverages perfect for jumpstarting the day, whereas PM shots are marketed as wind-down drinks for relaxation after hours. The push for increased health choices highlights M&S's strategy to merge flavor and functionality seamlessly.
Consumer feedback has been overwhelmingly positive since the rollout of the new ranges. Many shoppers have praised the deliciousness and nutritional value of the products. "I tried one of these today and it was so delicious. I especially liked… It all," one happy shopper shared. Another proclaimed, "High in Iron, I definitely need this!" Representative sentiments echo across social media, affirming M&S’s efforts to cater to health-focused consumers: "I had one today, it tasted like a yummy treat, it's also fab that's high in iron and zinc. I'll be buying more on my next shopping trip," expressed another delighted customer.
With these compelling new offerings and the observed market trends, M&S is set to reinforce its position as the leader among retailers committed to health choices. Cramond aptly sums up M&S's mission, stating, "We’re absolutely obsessed by the quality of the products in our Foodhalls and that's why we’ve partnered with industry experts to support our claims on both ranges. This January, M&S truly is the home of health, and we can’t wait to see what customers think of our exciting, tasty, and beneficial new products." The launch of Brain Food and YAY! Mushrooms clearly aligns with the grocery giant’s overarching aim to enrich consumer diets with nutrient-rich selections, marking another chapter of innovation from M&S.