Lucy Verasamy, a regular presenter of weather forecasts on ITV over the past decade, and Chris Baber, a former model who became a chef after winning a cooking competition in 2017, are the stars of the ‘Fresh Market Update’ initiative.
The duo travelled to Jersey last month to film for the campaign, which focuses on British farming and highlights the work of farmers who have formed partnerships with M&S.
As part of the visit, filming took place in some of the potato fields cultivated by Phil Le Maistre, of Master Farms, while Mr Baber cooked up some dishes using Jersey Royals, including a tuna niçoise salad and roasted feta cheese.
A spokesperson for M&S said the retailer’s ‘year-on-year’ sales of Jersey Royals were up by more than 30%, with hopes to sell roughly 900 tonnes of the product during the 2021 season.
The spokesperson added that by working closely with farmers and logistics partners, M&S aimed to get the potatoes ‘from farm to fork’ in 48 hours.
The campaign will feature more than 70 adverts running across 19 weeks, with the Jersey-based content set to go live this week.