M&S Food Boss Becomes Unlikely Social Media Star

Kathryn Turner, a 56-year-old product development manager for M&S Food, has unexpectedly become a social media sensation. Her accounts on TikTok and Instagram, created earlier this year, have amassed over 50 million views, with her introductory video and "fashionable business casual looks" becoming a popular meme. Her content has attracted a diverse fan base, including celebrities like Stormzy and Gemma Collins, and even Carrie Johnson, wife of former Prime Minister Boris Johnson.

Marketing experts suggest Turner's deliberately unpolished and authentic videos stand out in a crowded digital landscape often dominated by slick corporate advertisements and artificial intelligence. This approach is credited with a notable increase in sales for products featured in her videos, such as M&S's mango grapes and strawberries and cream "sando."

Turner's career at M&S began in 1995, with notable successes including the launch of Teletubbies-themed croissants and the ongoing "Count On Us" range of calorie-controlled meals. She became director of product development in 2022, managing a team responsible for developing approximately 1,500 new and 1,000 improved products annually.

Her most popular videos showcase behind-the-scenes glimpses of M&S Food operations, from factory tours to visits to potato fields. However, her most engaging content often features her on the shop floor, discussing the vast array of new products with a trademark lapel microphone.

Ben Marder, Professor of Digital Marketing at the University of Edinburgh's Business School, noted that Turner's videos embody the "snapshot aesthetic," appearing less staged and more relatable to viewers. He highlighted that her authenticity on a platform like TikTok, especially as an older woman, contrasts with audience expectations and contributes to her appeal.

Despite the apparent success, M&S has faced accusations that Turner's account may serve as a way to bypass regulations on advertising unhealthy foods. Some of her videos showcase products like sugary biscuits, chocolate liqueurs, and panettone, which could fall under Advertising Standards Authority (ASA) rules for foods high in fat, salt, or sugar (HFSS). The ASA banned paid advertising for HFSS foods by influencers in January as part of a government-led obesity crackdown. However, these rules do not currently cover a company's own social media accounts or "organic" posts made by employees without direct payment.

M&S has rejected claims that Turner's account is a tactic to circumvent advertising rules, stating that the videos are a genuine expression of her enthusiasm for the products she helps develop. The company encourages staff to post about their work on personal social media, a practice that proved successful during the COVID-19 pandemic for sharing essential stock information. It remains unclear if there are any bonuses for employees achieving viral success, which could attract regulatory attention.

Experts suggest that Turner and other salaried M&S employees may be operating in a regulatory grey area regarding employee-generated content. Anastasija Vasilevska of marketing agency Socially Powerful noted that as more brands utilize employee content and HFSS rules evolve, regulators may eventually weigh in on such situations.

In contrast to Turner's viral success, copycat videos from rivals like Iceland have reportedly received a less enthusiastic reception. Professor Marder attributes Turner's success to her ability to adapt to the platform's culture, stating that "on TikTok, you have to do what the TikTokers are doing."