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M&S partnered with TBA to deliver an immersive activation across three of the UK’s leading agricultural shows, showcasing British agriculture, supplier partnerships, and M&S’s commitment to food quality and provenance. The activation centred on the powerful brand message: “For Us, It’s Never Just Food,” engaging consumers and farmers alike while differentiating M&S in the competitive retail food market.

Challenge:
To design and deliver a consistent, premium retail food experience across three major UK agricultural events. The key focus was to highlight British farming and M&S’s dedication to quality and provenance while engaging diverse audiences, from consumers to farmers, and adapting the activation for different venues.

Solution:
TBA developed a bespoke stand design inspired by the freshness and quality of M&S stores, integrating interactive digital elements, authentic farm-to-table stories, and food provenance messaging. Key features included:

Interactive zones showcasing British agriculture and M&S supplier partnerships

Tailored messaging to engage both consumers and agricultural professionals

Family-friendly activities and live kitchen demonstrations focusing on M&S food quality and provenance

Digital tools to track visitor engagement and measure the impact of brand messages

Results:

Attracted over 85,000 visitors across three UK agricultural shows

Distributed 14,000 Percy Pig branded backpacks to consumers

Delivered 84 live kitchen demonstrations showcasing food provenance and quality

Engaged visitors with 9,500 completed activity sheets

Sales Impact:

Balmoral Show: £55,000 revenue (+24% year-on-year growth)