M&S has introduced a groundbreaking 3D digital billboard campaign to highlight its commitment to RSPCA Assured milk.
- The live-action advertisements appear on prestigious screens at locations like Picadilly Circus, engaging viewers with a life-like experience.
- This innovative display was filmed on-site at a supplier’s farm in Northern Ireland without using CGI, ensuring authenticity.
- The campaign is part of a broader initiative to promote product quality under the ‘Farm to Foodhall’ banner.
- The marketing strategy includes showcasing other premium products, such as Collection Red Diamond Strawberries and DNA traceable beef.
In an ambitious move set to capture consumer attention, M&S has rolled out a series of live-action 3D billboards designed to promote its RSPCA Assured milk. These advertisements, strategically placed at high-profile locations such as The Screen @ Arndale in Manchester and the iconic Picadilly Lights, leverage technology to create an immersive visual experience. The tagline ‘Chilled milk should come from chilled cows’ encapsulates the brand’s commitment to ethical sourcing.
The campaign uniquely features footage filmed at one of M&S Food’s dairy suppliers in Northern Ireland, showcasing a cow named Daisy in a manner that gives the illusion of her stepping out of the screen. This decision to avoid CGI, according to Andrew Newman of DOOH.com, ensures greater authenticity, adding a tangible quality to the marketing imagery. Newman remarked that CGI would ‘lack authenticity,’ thus opting for traditional filming techniques to bring this ‘first-of-its-kind 3D illusion’ to life.
M&S’s marketing efforts extend beyond this innovative billboard. It forms a part of the extensive ‘Farm to Foodhall’ campaign, which not only promotes RSPCA Assured milk but also highlights exemplary products such as Collection Red Diamond Strawberries, Single Origin Honey, and DNA traceable beef. This comprehensive approach, enhanced by the collaboration with celebrity chef Tom Kerridge, seeks to reaffirm the retailer’s dedication to premium quality foods and sustainable practices.
The broader strategy underscores M&S’s commitment to connecting consumers with the origins of their food, thus enhancing trust and transparency. By showcasing products with assured quality and traceability, M&S aims to distinguish itself within the competitive retail market, driving home the message of responsible sourcing and superior taste.
This innovative campaign not only elevates consumer engagement but also reinforces M&S’s brand values of quality and sustainability in the retail sector.
