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M&S Food launches its 'biggest ever social media campaign' starring celebrity taste tasters

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By Cameron Clarke | Editor

September 9, 2018 | 3 min read

M&S Food has kicked off a year-long social media campaign which will see TV stars Amanda Holden, Rochelle Humes, Paddy McGuinness and Emma Willis taste test its new products each month.

The first episode is available to watch on Instagram TV, YouTube and Facebook from today (Sunday 9 September) and shows the celebrities debating and choosing their favourite meal from the brand's Italian range.

“This is our biggest ever social media campaign and a gamechanger in our marketing strategy," said Sharry Cramond, food marketing director at M&S. "Our customers share food favourites with family and friends on social media and this campaign will inspire them to try our new ranges and directly engage with our celebrity food fans.”

what's new at M&S panel

Amanda Holden, Rochelle Humes, Paddy McGuinness and Emma Willis front the campaign

The What's New at M&S campaign marks the first time the brand has used dedicated social-first video content in its food marketing. It is also looking to leverage the TV stars' own social media reach of over nine million followers by giving them videos to share on their own platforms.

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M&S will support the online series with in-store point of sale promoting the celebrities' favourite dishes. This builds on its My M&S Favourite campaign, launched in May, which saw its food hall staff don personalised badges declaring their favourite products.

The next episode will be available across M&S's social media accounts during the first week of October.

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