Have you heard? It’s officially rosé season!

Earlier this year, the team at M&S Food got in touch with our dream brief combining two of our favourite things… rosé and the icon that is Dame Joan Collins. Safe to say we could not have been more excited to bring this campaign to life.

After going viral with social content opening rosé season last year, M&S Food wanted to go bigger and better and deliver even more buzz in 2026!

So, we had the surreal chance to witness Dame Joan Collins herself lead a sparkling celebration in-store to officially open rosé season ahead of the bank holiday weekend.

We then took the story to media alongside M&S’s top picks for the season ahead and insights that they sell a bottle of rosé every 2 seconds during peak period.

To keep the celebrations flowing, we also sent a special rosé delivery to a selection of creators and talent, inviting them to join the conversation with a personal note from Dame Joan herself.

And the results speak for themselves…. 
✨ 52 pieces of media coverage, including the Telegraph & Mail Online
✨ 7 national features
✨ 256M reach across editorial and social

Rosé season is trending and the results are pouring in... cheers to that!