Marks & Spencer Spirit of Summer Launch 2016

The Challenge

To showcase the new Marks & Spencer Spirit of Summer food range to Irish food media, bloggers and key opinion formers with a particular focus on innovation within the M&S Food Hall.

Our Response

A creative photocall was held on the morning of the event with well-known foodie Roz Purcell in the M&S Rooftop Café on Grafton Street to showcase hero products from the new range.

Guests were invited from 6.30PM to taste the best of Americas, with over 300 new food and drinks products, at a Spirit of Summer themed barbeque in the M&S Rooftop Café celebrating vibrant flavours and colours of the fiesta. All produce served on the evening was provided from the new M&S Spirit of Summer range and expertly prepared by the M&S Grafton Street team. Hero products from the range highlighted to media included the ‘Flatties’ and ‘Spatchies’ chicken breasts and drumsticks developed by one of their long-standing Irish suppliers Moy Park. Guests also indulged in a selection of delicious Summer drinks including Costa Rican Pineapple & Coconut Water Sparkling Pressé and Cucumber & Lemon Agua Fresca. Throughout the event, guests were encouraged to get into the Spirit of Summer and celebrate fiesta style with a series of fiesta themed props, capturing the essence of the celebration.

The Results

Overall, in excess of 100 guests, including key food, drink, lifestyle and features media, foodie bloggers, influencers and TV / Radio Personalities were in attendance. The food photocall on the morning of the event helped to generate strong coverage across print and online media. There was strong social media engagement throughout the evening with #mandssummer16 trending. Positive word of mouth was tracked through comments and tweets from fans and followers on social media platforms.