Marks and Spencer wanted to shift the perception of the public that M&S Food was only for ready meals, sandwiches and special occasions. They wanted to increase shopper perception that M&S Food was also a destination for weekly shops and cooking from scratch ingredients.
The solution was centred around Cooking With The Stars, a primetime ITV cookery format, which sees celebrities cooking with well-known chefs in an entertaining studio competition. Initially airing in a mid-week primetime slot and latterly in a Sunday evening slot, each season reaches 9+ millions viewers, weighted towards viewers who were in control of the household budget.
M&S Food branded idents play in each part-break and the core tv series is complemented by online content, in-store recipes, bespoke content from the celebrities and chefs and even a special studio day out for Marks and Spencer Store Managers to get up close and personal with the stars. By extending the Cooking With The Stars brand more broadly beyond the tv series, the return on M&S’ investment in the format was maximised. Marks and Spencer make back £5 for every £1 they spend on Cooking With The Stars.
Now in its 5th season, Cooking With The Stars continues to change viewers opinions. 65% of viewers of said it improved their consideration of M&S, with a significant increase in the % of viewers who would consider M&S for a full shop and that M&S have a food range that covers everything they need.
