Marks & Spencer has kicked off its new digital food campaign, drafting in celebrities Amanda Holden, Rochelle Humes, Paddy McGuinness and Emma Willis.

The department store retailer’s year-long campaign will include monthly videos of the four celebrities tasting and choosing their favourites from the latest products in the retailer’s food range.

The videos will be aired on Instagram’s recently launched video platform, IGTV, with clips filmed specifically for that channel.

The monthly episodes will also feature on M&S’ YouTube channel and Facebook page using the hashtage #MyMarksFave.

Food marketing director Sharry Cramond said: “M&S is famous for new, innovative food. Each month we introduce mouthwatering products and we wanted to find a new and different way to tell our customers about them, who better than some of the nation’s favourite TV stars.

“It was important to me that this wasn’t just another celebrity campaign, so we’ve approached this in a really different way. The videos are completely unscripted so filming them is like watching a group of friends chatting in the kitchen which makes the whole process really natural and authentic.

“This is our biggest ever social media campaign and a gamechanger in our marketing strategy. Our customers share food favourites with family and friends on social media and this campaign will inspire them to try our new ranges and directly engage with our celebrity food fans.”

The department store chain has also drafted in Holly Willoughby as a brand ambassador for its fashion line.

Willoughby will select her favourite items from the retailer’s upcoming Autumn collection, which will launch in a curated collection on September 27. Additional items from the line will be available from October onwards.