M&S launches Little Shops instore collectable campaign

Little Shop comprises 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. The collectables campaign is aimed at parents with kids from four to eight years old- with big kids warmly welcome too! Small but perfectly formed, the collectables include a range of exclusive M&S Food icons, from mini Percy Pigs to plant-based favourite, Plant Kitchen Cauliflower Popcorn, alongside mini M&S British strawberries and Our Best Ever Prawn Sandwich, M&S’ fastest ever selling sandwich. The Colin the Caterpillar cake, is also celebrated in miniature along with a collectable Chicken Tikka Masala, marking M&S’ introduction of the first ever chilled ready meal in the UK back in the ‘80s.

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 and 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.”