“What better way to get into the hearts and minds of Britain’s families than to team up with the biggest family show on TV.” — Sharry Cramond, M&S Food marketing director.
And with that, M&S Food has launched its first-ever headline TV sponsorship deal — and not just with any family programme — but by backing the hugely popular 2019 series of ITV’s Britain’s Got Talent.
“We’re thrilled that such a well-loved brand as M&S Food has chosen Britain’s Got Talent for its first-ever TV sponsorship,” says Simon Daglish, deputy commercial director at ITV. “The brand new concept that we’ve developed with M&S enables them to showcase products from across their whole range throughout the series and bring something new to viewers each week.”
That range includes M&S favourites such as family-sized sharing pizzas and healthy stir fries, to dishes from its new Plant Kitchen vegan offerings. During the eight-week launch, the idents will feature Percy Pig and his friend Colin the Caterpillar, along with some brand-new dishes.
“Through this partnership we’ll be bringing M&S Food into millions of home each week, telling more families about our great value, great quality food and encouraging them to choose M&S for their Saturday night family dinner,” Cramond says.
The news comes on the heels of Marks & Spencer’s announcing it will open larger food stores after partnering with online supermarket Ocado.
M&S Food, which is working with global media agency Mindshare UK, will include as part of its social media blitz bespoke Britain’s Got Talent content, including a live audition on Facebook and Twitter to kick off the campaign. The retailer’s Instagram, Facebook and Twitter feeds also will eature an M&S Food offer each week, highlighting meals and snacks viewers will be able to buy in store. On the Britain’s Got Talent app, there will be more M&S offers, games and a version of the famous Golden Buzzer, which users can press to create a unique sound.
“We are thrilled to be able to help Britain’s most-loved food brand work with Britain’s most loved family show,” says Ross Minton, head of Invention at Mindshare. “What really gets us excited is the breadth and scale of the audience on Britain’s Got Talent, and how engaged the public are with the show.”
Britain’s Got Talent is the UK’s most popular TV talent show and the 2018 series had a peak audience of 11.2 million viewers.