M&S has partnered with chef Tom Kerridge to unveil a revamped Gastropub range, along with a TV campaign and podcast.
- The updated range introduces 25 recipe enhancements and 20 new dishes, accessible through M&S Foodhalls and Ocado.
- A promotional campaign will highlight the Gastropub range’s 20th anniversary across various media platforms.
- Tom Kerridge and M&S have developed the range after testing over 160 pie recipes, focusing on quality and innovation.
- A new ‘Proper Taste Pub Quiz’ podcast by M&S will feature celebrity guests, advertised across digital platforms.
M&S, in collaboration with its chef ambassador Tom Kerridge, has launched an innovative Gastropub range available in M&S Foodhalls and on Ocado. This launch marks the introduction of 25 upgraded recipes and 20 entirely new offerings. The range is included in M&S’ Gastropub Dine In Deal, offering a starter or dessert, a main, and a side for two at £15.
The campaign, celebrating the 20th anniversary of M&S’ Gastropub range, is set to run across multiple channels including television, radio, and social media. Notably, a 30-second advertisement will be featured on channels such as Channel 4, ITV, and Sky during popular shows like The Great British Bake Off. The campaign aims to showcase the passion and quality of Kerridge’s culinary craftsmanship, brought to the home dining experience by M&S.
Tom Kerridge expressed his enthusiasm about the collaboration, highlighting the journey across the UK to meet M&S farmers and suppliers, and his inspiration from the quality and innovation of their produce. He describes the Gastropub kitchen as his domain, with the new dishes reflecting the comforting classics and modern twists typical of his pubs, all made accessible for enjoyment at home.
In a move towards digital engagement, M&S introduces the ‘Proper Taste Pub Quiz’ podcast hosted by Kerridge and Chris Stark. Launching on 24 September, it promises weekly episodes with celebrity guests, available on all major podcast platforms. The podcast, aiming to expand M&S’ reach and listenership, will be advertised extensively across social and digital audio platforms.
Sharry Cramond, M&S Food marketing and loyalty director, stated the collaboration stems from M&S’ commitment to food quality and innovation, making it an ideal partner for Kerridge’s retail debut. The campaign breaks new ground for M&S, highlighting the exemplary ingredients and culinary expertise inherent in the revamped Gastropub range.
The collaboration between M&S and Tom Kerridge signifies a remarkable venture into enhancing home dining experiences through quality and innovation.
