M&S collaborates with Tom Kerridge for a new Gastropub range.
- The range includes updated recipes and new dishes available in M&S Foodhalls.
- M&S celebrations mark the 20th anniversary of their Gastropub range.
- A 30-second TV advertisement features on major UK channels.
- M&S introduces a ‘Proper Taste Pub Quiz’ podcast, hosted by Kerridge.
M&S has partnered with renowned chef Tom Kerridge to unveil a new collection for their esteemed Gastropub range. This launch includes significant innovations, featuring 25 upgraded recipes alongside the introduction of 20 entirely new dishes. These offerings are accessible in M&S Foodhalls and through Ocado, incorporated into the ‘Gastropub Dine In Deal.’ For just £15, customers can enjoy a starter or dessert alongside a main and side, tailored for two people.
This initiative coincides with the celebration of the 20th anniversary of the M&S Gastropub line. The campaign is broad and diverse, spanning television, video on demand, press, radio, and extensive digital and in-store marketing channels. The advertisement’s strategic placements during popular UK television shows, such as ‘The Great British Bake Off’ and ‘Taskmaster,’ aim to maximise audience engagement and awareness.
Chef Kerridge and M&S’s culinary team, alongside their suppliers, have collaboratively refined these gastronomic innovations over a meticulous two-year period. A noteworthy aspect of this development process is the experimentation with over 160 pie recipes before settling on the final offering, a testament to their commitment to quality and excellence.
In a new venture, M&S is also entering the podcast arena with the launch of the ‘Proper Taste Pub Quiz’ podcast. The series, hosted by Tom Kerridge and Chris Stark, promises to engage listeners with celebrity guests and culinary conversations, enriched by the presence of M&S’s gourmet snacks. With its weekly episodes, the podcast aims to reach audiences via all primary streaming platforms and YouTube, reinforced by strategic advertising across social media channels.
M&S’s marketing and loyalty director, Sharry Cramond, emphasises the exceptional quality that embodies this collaboration, expressing enthusiasm about the potential success of expanding into novel areas of audience engagement. Tom Kerridge echoes this sentiment, citing his journeys across the UK to source high-quality ingredients and his efforts in infusing those elements into contemporary yet comforting dishes, thereby enhancing the home dining experience.
M&S and Tom Kerridge’s collaboration exemplifies a meticulous blend of culinary expertise and strategic retail innovation, setting a new standard for home dining.
