It’s not just any shop…It’s M&S Little Shop

The promotion that has taken the world by storm, has finally arrived in the UK with a little PR help from instinct. In time for the long summer holidays, M&S Food launches Little Shop – a globally renowned collectables campaign which counts mega star Katy Perry as a fan!

Little Shop features 25 iconic M&S Food products, miniaturised into collectables for customers and their families to collect, play and swap over the summer holidays, building their very own M&S Little Shops.  Running in 10 countries worldwide, the UK is set to become the next nation gripped by Little Shop fever. The collectables campaign, primed to be the activity of the summer, is aimed at parents with kids from four to eight years old- with big kids warmly welcome too!

The campaign aims to educate through play, helping children learn a little more about where food comes from, and M&S Food’s responsible sourcing policies in a fun and interactive way. As well as the collectable, the bag will also contain a collectors card, teaching kids a key fact linked to the sourcing and provenance of the product.

instinct is bringing the concept to life with an integrated communications campaign, spanning celebrity endorsement, influencer partnerships and press office. Their remit includes an influencer campaign with 30+ contracted, combining partnerships with celebrities and influencers, as well as a hardworking proactive press office and VIP family friendly launch event to whip up a flurry of excitement and buzz at launch and throughout the summer.

instinct has been instrumental in identifying talent for the event programme, working with Rochelle Humes and Christine McGuinness, in addition to influencers including The Scummy Mummies, Hattie Bourn, Life With Ivy Coco and London Dad, to name a few!

Jonathan Kirkby, MD, instinct says:

“M&S Foods’ Little Shop is set to take the UK by storm and we are immensely proud to be involved based on our strong family experience with Disney and Marvel and impressive connections. As a business we pride ourselves on our relationships and strong results and this campaign is a culmination of all that hard work – we’re so excited to see it roll out.”