Instinct plants seeds for new M&S ‘Little Garden’ campaign


Instinct PR has launched a new campaign for M&S Food, which it said is one of the retailer’s biggest campaigns of 2020 so far.

Little Garden, with an intensive influencer campaign and educational schools tour.

M&S Food seedlings

As the storms subside and spring appears, M&S will be giving away Little Garden seedling kits to shoppers from 26 Feb to 14 April every time they spend £20 or more in M&S Food.

The campaign has been created to turn little angels into tiny Titchmarsh’s by educating children and families on how to grow vegetables, flowers and herbs at home; while also teaching them where their food actually comes from.

It is hoped that the new campaign will increase basket spend for M&S shoppers and also encourage a higher level of repeat purchases in order to collect all 12 plants available.

To draw families in, the 12 brightly coloured kits will include all kinds of well-known varieties; ranging from pansies and forget-me-nots to carrots and beetroot.

instinct_pr_Little garden seedling copy
M&S seedlings: Tiny seedling pots to educate children in new M&S Food campaign.

Branded toolset

M&S will also be selling a branded gardening toolset and watering can to add to the fun (£3 each).

The Skinny Jean Gardener

Instinct has signed The Skinny Jean Gardener (Lee Connelly) who will act as a gardening expert and ambassador to front the campaign and create content that will live on the dedicated M&S Little Garden microsite.

He will also lead an educational school tour, which will see Lee set off with his tools and M&S Little Gardening kits to run gardening assemblies for more than 5,000 children all across the country.

He will also run a Facebook Live video streaming that will reach another 5,000 children participating in the sessions remotely.

“I’m delighted to be working with M&S and instinct on this campaign – it’s a cause that is really close to my heart”, said Connelly.

“It’s great to see such a much-loved British brand taking the lead on helping children and families learn more about gardening and how to grow their own food.

10,000 children

“Over the course of our school’s tour, we’ll be reaching around 10,000 school children with this campaign. Each of them will receive their own Little Garden kit to take home and nurture.”

Skinny Jean Gardener: Lee Connelly supporting M&S Food campaign.

Instinct has planned an extensive influencer-led integrated campaign to drive fame and engagement amongst a family audience. It involves two high profile influencers – Sarah Ingham and DadVGirls. They will be creating a pipeline of content promoting the Little Garden initiative.

This will be supported by a further 20 family-focussed influencers from across the UK. They will also be posting content to promote the campaign and demonstrating their growing prowess.

Instinct will work closely with the M&S Food PR team who will handle all external comms throughout the campaign.

Jonathan Kirkby, MD at Instinct PR, said: “It’s such a joy to be working on another “Little” campaign for M&S after the success of last year’s Little Shop.

“It was essential we find just the right mix of influencers to deliver the right content, in the right channel; and in the right way with loads of fun, to really spread the word get families all green-fingered.”