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! 

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!

As part of instinct’s hard working press office, coverage has been secured on the Metro Online, Independent Online, House Beautiful, Prima and much more for the launch. This week, 1,000 very limited Golden Percy Piggy Banks went into distribution and the Metro Online and Prima did gold-standard follow-up features.

To keep the Little Shop craze alive, the team have been seeding over 27 top-tier talent including the likes of Sir Elton John, James Cordon, Jessie Ware, Amanda Holden and Denise Van Outen! The households of Michelle Heaton and Danielle Lloyd are big fans of the campaign and have done shout-outs across their social media platforms.

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.”