M&S Earns System1's Highest Score After Four Years of Creative Consistency

Jun. 08, 2026

The latest ‘Farm to Foodhall’ ad campaign from M&S Ireland has achieved a perfect 5.9 Star Rating from creative effectiveness platform System1, underlining the long-term value of consistent brand building, a principle highlighted in The Creative Dividend, System1’s joint report with Effie.

System1’s Star Rating predicts long-term brand growth by measuring consumers’ emotional response to advertising, with scores of 5.0 and above classified as ‘exceptional’. Only 1% of ads tested by System1 have achieved a Star Rating of 5.0 or higher.

The success of this new M&S ad, which features Irish celebrity chef Mark Moriarty sampling strawberries at one of M&S’s partner farms, follows four years of high scores for the supermarket’s ‘Farm to Foodhall’ collection. Since first airing in 2023, ‘Farm to Foodhall’ adverts have revolved around the same rural imagery, the same famous faces (Tom Kerridge in the UK and Mark Moriarty in Ireland), and the same signature music (Fleetwood Mac’s Albatross).

Previous ‘Farm to Foodhall’ ads in Ireland have also delivered success. Last year’s ‘Fresh Tomatoes’ earned a 4.2, Star Rating, while a creative for Oakham Gold Chicken achieved 4.1 Stars.

The ads have also achieved exceptional results in the UK. Last year’s UK creative promoting British Red Diamond Strawberries achieved a 5.3 Star Rating, while a UK advert for butter earned 5.0 Stars.

Alongside its record-breaking Star Rating, the latest ad also achieved a Spike Rating of 1.55, indicating exceptional short-term sales potential, and a Fluency Rating of 91%, reflecting strong brand recognition among viewers.

Andrew Tindall, Chief Growth Officer – Advertising at System1 said:

"From day one, M&S found a winning formula. Trusted chefs, real farmers, beautiful settings, all reinforcing the idea that M&S stands for quality worth caring about. The real brilliance is that they stuck with it. Every new execution builds emotional equity, making the campaign more memorable and more effective over time."

 

Frances Gordon, Head of Marketing and Sales, M&S Ireland said:

"Our Farm to Foodhall campaign showcases the strength of our partnerships with Irish farmers, and the exceptional ingredients and consistent quality they deliver. It’s rewarding to see our work with suppliers connecting so strongly with customers, reflecting the trust and pride that sits behind every product."