Marks & Spencer Food announces its first ever TV sponsorship with BGT
“What better way to get into the hearts and minds of Britain’s families than to team up with the biggest family show on TV. Through this partnership we’ll be bringing M&S Food into millions of home each week, telling more families about our great value, great quality food and encouraging them to choose M&S for their Saturday night family dinner.”
Sharry Cramond, , M&S Food Marketing Director
Marks & Spencer Food has announced it will sponsor the 2019 series of ITV's Britain's Got Talent. Confirmed as the retailer's first ever headline TV sponsorship deal, it sees two of the nation's favourite family brands brought together for a spring entertainment bonanza.
Britain's Got Talent is the UK's most popular TV talent show and the 2018 series had a peak audience of 11.2 million viewers. This exciting sponsorship will see a wide range of family-friendly, mouth-watering M&S Food products beamed into the nation's living rooms for the eight-week duration of the show.
Each episode will provide a showcase for M&S Food. Idents at the beginning and end of the show and around the ad breaks will highlight family-friendly, great-value M&S Food favourites - from family-sized sharing pizzas and healthy stir fries, to delicious dishes from its new vegan range, Plant Kitchen. Iconic favourites like Percy Pig and his friend Colin the Caterpillar will also be making an appearance, along with some brand-new dishes, soon to be revealed. The idents will also appear on ITV2's Britain's Got More Talent and the ITV Hub.
“We’re thrilled that such a well-loved brand as M&S Food has chosen Britain’s Got Talent for its first ever TV sponsorship. The brand new concept that we’ve developed with M&S enables them to showcase products from across their whole range throughout the series and bring something new to viewers each week.”
Simon Daglish , Deputy Commercial Director, ITV
Working with global media agency Mindshare UK to shape and deliver this campaign, M&S Food's sponsorship of the show will also be brought to life across a number of platforms with exciting digital first activations and an engaging social media campaign. M&S social channels will include bespoke Britain's Got Talent content, including a very special, unmissable audition which will go live across Facebook and Twitter to kick off the campaign. The retailer's Instagram, Facebook and Twitter feeds will also feature a delicious M&S Food offer each week, showcasing the great tasting meals and snacks viewers will be able to buy in store.
Lots will be happening on the Britain's Got Talent App too as the M&S team have created a fantastic game, challenging players to prepare a delicious dinner and complete culinary tasks such as slicing the perfect cherry pie and creating an aromatic duck pancake! The app will also provide further information about delicious M&S offers and most excitingly of all, M&S has created a bespoke version of the famous Golden Buzzer, which users can press to create a unique sound.
“We are thrilled to be able to help Britain’s most loved food brand work with Britain’s most loved family show. What really gets us excited is the breadth and scale of the audience on Britain’s Got Talent, and how engaged the public are with the show”
Ross Minton, , Head of Invention at Mindshare