instinct Blooms with M&S Food’s Latest Collectable Craze

26th February 2021

Following the huge success of the Little Shop campaign last year, instinct and M&S Food have partnered again, this time to launch Little Garden.

With Spring just round the corner, M&S are making it ‘easy-peasy’ for families to get a little green fingered. 12 kits ranging from pansies and forget-me-nots to basil, chilis, beetroot and carrots, will encourage shoppers to grow their own collection by receiving their own Little Garden pack every time they spend £20 in store at M&S Food.

We’ve enlisted the support of more than 20 popular family influencers who will be growing their very own Little Gardens at home to help drum up excitement and encourage their followers to take on the challenge. With big names on board including Sarah Ingham and DadVGirls, the campaign is expected to reach an impressive 1.5 million consumers.

Our recruitment of Lee Connelly (AKA the Skinny Jean Gardener) as campaign ambassador is the perfect pairing to support the initiative. Horticultural expert Lee has been getting his hands dirty creating a range of content for the M&S Little Garden microsite, with the kind of advice and gardening tips shoppers will need to get their plants thriving.

Lee will also embark on an M&S sponsored schools tour in March. 5,000 children will learn in person from Lee’s expertise on how to grow and care for their kits – and a further 5,000 will participate in a Facebook Live Stream of his gardening assembly.

The campaign will burst into bloom from 26th Feb – 14th April.