M&S
From Farm to Foodhall
Celebrating British Agriculture and Food Provenance
M&S partnered with TBA to deliver an immersive activation across three of the UK’s leading agricultural shows, showcasing British agriculture, supplier partnerships, and M&S’s commitment to food quality and provenance. The activation centred on the powerful brand message: “For Us, It’s Never Just Food,” engaging consumers and farmers alike while differentiating M&S in the competitive retail food market.
Challenge
To design and deliver a consistent, premium retail food experience across three major UK agricultural events. The key focus was to highlight British farming and M&S’s dedication to quality and provenance while engaging diverse audiences, from consumers to farmers, and adapting the activation for different venues.
Solution
TBA developed a bespoke stand design inspired by the freshness and quality of M&S stores, integrating interactive digital elements, authentic farm-to-table stories, and food provenance messaging. Key features included:
- Interactive zones showcasing British agriculture and M&S supplier partnerships
- Tailored messaging to engage both consumers and agricultural professionals
- Family-friendly activities and live kitchen demonstrations focusing on M&S food quality and provenance
- Digital tools to track visitor engagement and measure the impact of brand messages
Results
85,000+
Vistors across three UK agricultural shows
14,000+
Percy Pig branded merch
84
Live kitchen demonstrations
9,500+
Engaged visitors completed activity sheets
Sales Impact
- Balmoral Show: £55,000 revenue (+24% year-on-year growth)
- Royal Highland Show: £98,000 revenue (+6% YoY growth)
- Royal Welsh Show: £91,000 revenue (+8% YoY growth)
This campaign successfully elevated M&S’s presence at UK agricultural shows, highlighting their leadership in British agriculture, retail food quality, and food provenance, while driving meaningful sales growth and consumer engagement.