M&S Food has tied with TikTok to release a Christmas song from its staff in Romford, with profits being donated to Shelter and Together for Short Lives.
Capitalizing on M&S Romford’s TikTok success, with videos hitting 1.4m views and gaining praise from Clara Amfo and Michelle Keagan, as well as meme account @loveofhuns, the store has recorded This Is Not Just a Christmas Song.
Currently number two in the iTunes download chart, the track features products from M&S Food’s Christmas range. The accompanying video is shot in the aisles of the Romford store with staff adorned in Percy Pig Christmas jumpers and Percy himself.
Romford staffer Jack Brooker penned the track, which is available on TikTok’s Sounds and Discover page generating profits for M&S’s nominated charities. TikTok users will also be able to donate to the charities via a donation sticker in the app.
TikTok will promote the song with a ‘story of’ video, which tells the story of M&S Romford’s rise to fame featuring clips of the store’s top videos as well as celebrity praise and media coverage.
Head of partnerships and community at TikTok James Stafford said: “The M&S Romford account really has captured the hearts of the British TikTok community with their joyful in-store antics, bringing humor to every day and giving us all a reason to smile!”
The move comes after the retailer put TikTok at the center of its Christmas campaign roll-out with a platform takeover, and dropped a first-look teaser on its TV ad.
M&S launched store-run social media accounts during the pandemic as a way to tell customers about stock levels and opening hours, with the accounts evolving into platforms for M&S employees to entertain customers.