Following its "Adventures in Imagination" campaign, British retailer Marks & Spencer continues to go after an upscale foodie audience with a series of branded mini cooking shows. The chain worked with well-known food bloggers on the films, created by digital-content agency Adjust Your Set.
The bloggers arrive at an unknown and unique location at the start of each film. An M&S food specialist then introduces them to a new range of products and asks them to create a meal using the ingredients provided.
The resulting films are a blend of cooking show and ad, featuring some fabulous food photography. Three episodes have been created. As seen above, "Tea-Infused Salmon With Corgetti," with bloggers Hemsley and Hemsley, was filmed in a fisherman's shack on the River Thames. The others are "Japanese Cuisine" with blogger Eat Like a Girl and "A Vegan Quesadilla" with blogger Deliciously Ella, which is yet to break.
The films will be promoted online through Marks & Spencer's various social channels, with viewers encouraged to replicate the meals and share their attempts. Adjust Your Set will also be creating a series of food-related Vines launching periodically throughout the campaign.