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To celebrate M&S summer range of food from the Americas, our intrepid team set off with cameras, backpacks and a couple of hardy M&S experts. But bringing the campaign to life back home was the real story.
M&S wanted to immerse its customers in the sights, sounds and tastes of the Americas for their Spirit of Summer food range. They needed to build excitement as the Rio Olympics approached, promote the authenticity of their offering and inspire more adventurous eating & cooking.
So we delivered not just one but a whole ‘taster menu’ of thirteen videos, made for social platforms. We decided that to prove the authenticity we had go direct to the source, and took three M&S chefs to the Americas to explore the cultures and cuisines that inspired the range. Far from a simple travelogue, the videos share deep insights and useful tips in pacy 30“ - 120” edits.
Each film was designed to lead customers to a specific recipe or editorial on M&S’s ‘Adventures In Food’ digital magazine via clickable endboard. Distribution was via mobile-first platforms Facebook and Instagram, and a dynamic ad unit that expanded to offer all videos, recipes and editorial from a single interactive lightbox. Average dwell time was twenty seconds, with 300,000 views and 49,000 minutes watched. Overall the films gained 4.3 million certified views across Facebook, Twitter, YouTube and M&S.com.
To celebrate M&S summer range of food from the Americas, our intrepid team set off with cameras, backpacks and a couple of hardy M&S experts. But bringing the campaign to life back home was the real story...
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