Delivering Fresh Results for M&S Food’s Farm to Foodhall Campaign

Combining the Power of Online Video and Advanced TV Drives Increased Intent for M&S Food

M&S Food’s Farm to Foodhall campaign is a flagship initiative that highlights the brand's commitment to high-quality, ethically sourced produce. But in an increasingly crowded market, how do you keep a successful campaign fresh and impactful?

M&S Food teamed up with Mindshare and Captify to evolve their strategy. The challenge? To demonstrate that combining Advanced TV with intent-driven online video could not only drive higher search lift but also boost brand awareness.

With the power of Search Intelligence, M&S Food successfully:

• Achieved a 22% increase in search activity: 7 percentage points higher than running Advanced TV alone.
  
• Moved consumers further down the funnel towards conversion: with increases in high-intent search terms such as specific products and store locations.
• Engaged with new, search-powered audiences: such as Family Shoppers, Foodies, Parents, Home Cooks, Quality Seekers, and Health-Conscious individuals.

This innovative cross-channel strategy not only broadened M&S Food's reach, but also showcased the incremental benefits of multi-channel activation, with one point of unified measurement.