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Fresh approach sees M&S Food serve up summer strawberries with ITV Weather

M&S Food starts the summer with ITV Weather for a fresh approach to marketing

M&S Food is capitalising on Britain’s obsession with the weather by forging a new partnership with ITV to highlight its fresh food offer.

Fresh Market Update will see the supermarket partner with ITV National Weather forecasts following the 6 pm news to bring viewers up to speed on six fruit, veg, meat and fish products.

The six-week campaign spans 24 distinct minute-long episodes created in partnership between ITV and Grey with the first in the series starring presenter Lucy Verasamy tucking into some Red Diamond strawberries.

An M&S spokesperson said: “We’re passionate about offering our customers great quality, seasonal fresh food at a trusted everyday value. We know all eyes are on the weather during the Summer and our partnership with ITV gives us a nightly window into the nation’s homes to tell the stories behind our delicious produce and meat.”

Simon Daglish, deputy managing director, ITV Commercial, added: “This brand new ITV Weather campaign is another great example of how the creative power of TV can be used to bring a brand to life.”

M&S revived its ‘food porn’ ads earlier this year to help cement its position at the upper end of the British supermarket food scale.