Summer Campaign - Beef Traceability

Agency Network: 
May 2018


Grey London has created a new film to celebrate the lengths Marks & Spencer goes to trace the provenance of its beef products. The ad is part of campaign highlighting that all M&S beef is British, whether it’s a tender sirloin steak, a mouth-watering beef burger, the beef in tasty M&S sandwiches or a delicious prepared meal.

The new campaign also informs viewers that M&S is able to trace all its beef products all the way back to every farm and animal using cutting edge DNA technology.

The film follows the strong heritage of M&S Food campaigns, and builds on close-up images of mouth-watering dishes by placing them in a larger setting. In the film the camera pans across a huge banquet-style table filled with beef products – all bathed in glorious, early evening sunshine.

Film advertisement created by Grey, United Kingdom for M&S, within the category: Retail Services.

Advertising Agency: Grey, London, UK
Creative Directors: Luke Williamson, Matt Doman
Copywriter: Helena Olsson
Art Director: Maricris Llanillo
Agency Producer: Georgia Tomi
Business Director: Kate Ilott
Account Manager: Ross Keane
Planner: Sarah Oberman
Media Agency: Mindshare
Media Planner: Amy Lea
Production Company: Where is Brian
Production Company Producer: Amélie Couvelaire
Director: Foodfilm
Editing House: Grey Works
Editor: Michele Difrancesco
Illustrator: NA
DoP: Thomas Hardmeier
Post-production: MPC
Sound House: Wave
Sound Engineer: Jack Sedgwick
Audio post-production: Rebecca Boswell
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