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M&S unveiled new health and wellness ranges with an innovative campaign
Marks & Spencer (M&S) Food has unveiled a thrilling new initiative—two pioneering health and wellbeing ranges: Brain Food and YAY! Mushrooms—hopefully going to help customers focus on their well-being this January and beyond. The initiative was launched on January 2nd and will be broadcast on television, digital audio, social media platforms, and in-store for the month.
The Brain Food Range: Cognitive Health Supporting
At the heart of this campaign is M&S’s newly developed Brain Food range. M&S collaborated with the British Nutrition Foundation in developing the Brain Food range that consists of 13 products for supporting brain health through six main nutrients lacking in many diets. These nutrients are omega-3, iron, iodine, folate, zinc, and vitamin B12. With the increasing numbers of people caring about cognitive health, this line is designed to make it more accessible for the customer to buy products that nurture their minds.
The advertisement on TV for Brain Food revolves around the Brain Ball, which is a signature product in the new lineup. British actor and comedian Mark Heap, who played significant roles in Friday Night Dinner and Green Wing, provides voice for a whimsical animated exchange with the famous M&S Food ambassador, Dawn French. This light-hearted advertisement plays up the nutrition value of Brain Food while revealing fun and ingenuity behind it.
The 30-second ad will reach viewers across some of the UK’s popular TV channels, such as C4, ITV, and Sky, during shows that are loved by most, including The Masked Singer Special, This Morning, and Wheel of Fortune.
YAY! Mushrooms: A New Take on Functional Drinks
With the launch of Brain Food, M&S is also releasing YAY! Mushrooms, a line of cold-pressed shots with unique health benefits. In association with Royal Botanic Gardens, Kew, two main types of fungi will feature in this product line, such as lion’s mane and reishi, and have different benefits towards health. Targeted toward the commuters, these YAY! Mushrooms AM and PM shots encourage consumers to start the day with energizing AM shot and at night by de-stressing using the calming version of the PM shot.
Digital Out of Home ads for YAY! Mushrooms aim to reach the busy professional who wants to have an easy, convenient way to add functional drinks to their daily lives. This innovative campaign is designed to appeal to the adventurous customer while introducing a new segment of shoppers to the world of beneficial fungi.
M&S Foodhalls and Ocado
Both the Brain Food and YAY! Mushrooms ranges are available at M&S Foodhalls and on Ocado. Customers can explore these innovative products and start incorporating brain-boosting and functional foods into their diets. M&S Food is positioning itself as the go-to destination for health-conscious customers, offering quality products designed to support overall well-being.
Marketing Director’s Vision for 2025
Sharry Cramond, M&S Food’s Marketing and Loyalty Director, highlighted the importance of quality, insight, and innovation in these new product ranges. “These two new, first-to-market own-label ranges are perfect examples of how innovation meets quality,” Cramond said. With 80% of our customers worrying about their brain health, creating the Brain Food line was only logical. Along with this trend of functional drinks, YAY! Mushrooms taps into people who want new, exciting adventures to try as well.
Speaking further, Cramond added: “We don’t sell anything generic. It’s a blanket ban on that type of product. This campaign puts the ‘only at M&S’ innovation into life.”
This is the unveiling of two healthy ranges for M&S Food which aims to make it one of the great places for a great range of healthier food options and is well set for a position at the top to cater to consumers’ desire for health in 2025.
M&S’s new products, Brain Food and YAY! Mushrooms, not only address the needs of the customers but also create new opportunities for experimenting with the latest trends within the realm of healthy living. Thus, M&S, through this new, creative marketing initiative, would inspire and encourage customers to make healthy choices that support good brain health and overall wellness.
