M&S Food has revealed its latest campaign to launch its two new health and wellness ranges, Brain Food and YAY! Mushrooms. The new ATL brings to life the nutrient rich and trend-led foods and positions M&S Food as the destination for customers looking to support their health this January and beyond.

The campaign runs across TV, VOD, Press, Digital Audio, PR, Paid and Organic Digital and Social, as well as in-store and CRM for the next month.

The TV ad will focus on the Brain Ball, the hero line from the new Brain Food range. Through the voice of Mark Heap – the British Actor and Comedian known for his roles in television comedies including Friday Night Dinner and Green Wing - Brian the Brain Ball will be subtly animated in a back-and-forth conversation with a voice over from legendary M&S Food ambassador, Dawn French. The creative showcases the innovation of the product in a playful way whilst highlighting the priority brain health supporting nutrients.

The 30 second ad will appear across channels including C4, ITV and Sky, including during shows such as The Masker Singer Special, This Morning and Wheel of Fortune.

Digital Out of Home will focus on the YAY! Mushrooms AM & PM Cold Pressed Shots, targeting commuters to kick start their day with the AM shot and wind down in the evening with the PM shot.

The new ranges are available in M&S Foodhalls and on Ocado. The M&S Brain Food range includes 13 lines, championing six key brain health supporting nutrients that people lack in their diets: omega 3, iron, iodine, folate, zinc, and vitamin B12. The M&S Brain Food criteria have been developed in partnership with the British Nutrition Foundation. The YAY! Mushrooms range has been created in partnership with Royal Botanic Gardens, Kew, and includes five new drinks featuring two key fungi, lion’s Mane and reishi, each with their own innovative properties.

Sharry Cramond, Marketing & Loyalty Director at M&S Food, said: “Insight, quality and innovation is at the heart of everything we do and these two new first to market own label ranges, M&S Brain Food and YAY! Mushrooms, are the perfect examples of when these three marry together. We’re seen as the leading retailer offering healthy choices and 80% of our customers say they are concerned about their cognitive/brain health, so it really made sense for us to introduce Brain Food to our Foodhalls."

"YAY! Mushrooms taps into our adventurous customers who love to try new things and also aims to open us up to new customers who may be familiar with lion’s mane but have not tried them in a delicious drink."

"The campaign brings to life the unique ‘only at M&S’ innovation, which is central to our marketing strategy as we have a complete ban on the generic."

“We’re absolutely obsessed by the quality of the products in our Foodhalls and that’s why we’ve partnered with industry experts to support our claims on both ranges. M&S truly is the home of health and we can’t wait to see what customers think of our exciting, tasty and beneficial new products.”