M&S’s latest Farm to Foodhall ad has received a perfect score for effectiveness from marketing research firm System1, which measures consumers’ emotional responses.
System1 tests ads by for effectiveness by monitoring the second-by-second facial expressions of 150 adults.
The latest iteration of M&S’s four-year campaign, shown in Ireland and featuring Irish celebrity chef Mark Moriarty sampling strawberries at a farm, has been given a perfect 5.9 star rating. Only 1% of ads rated by System1 get a star rating of five or higher, classified as ‘exceptional’.
The campaign’s effectiveness underlined the value of long-term consistency in advertising, according to System1. Since first airing in 2023, all the ads have featured similar rural imagery and the same famous faces: celebrity chef Tom Kerridge in the UK and Moriarty in Ireland. They have also all featured Fleetwood Mac’s Albatross as the soundtrack.
“Our Farm to Foodhall campaign showcases the strength of our partnerships with Irish farmers, and the exceptional ingredients and consistent quality they deliver,” said Frances Gordon, M&S Ireland head of marketing and sales.
“It’s rewarding to see our work with suppliers connecting so strongly with customers, reflecting the trust and pride that sits behind every product.”
Andrew Tindall, System1 chief growth officer of advertising, said: “From day one, M&S found a winning formula. Trusted chefs, real farmers, beautiful settings, all reinforcing the idea that M&S stands for quality worth caring about.
“The real brilliance is that they stuck with it. Every new execution builds emotional equity, making the campaign more memorable and more effective over time.”
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