What: Marks & Spencer (M&S) and ITV have partnered to create a new reality TV show called "The Secret Menu."

Why it is important: This collaboration represents an innovative marketing strategy for M&S, aiming to enhance brand engagement and reach a broader audience through popular media channels.

Marks & Spencer has teamed up with ITV to launch a reality TV show titled "The Secret Menu." The show is designed to showcase M&S's food offerings in a unique and entertaining format, potentially attracting new customers and increasing brand visibility. By leveraging the popularity of reality TV, M&S aims to connect with viewers in a novel way, enhancing its marketing efforts and strengthening its presence in the competitive retail market.

Reality TV partnership: M&S and ITV collaborate on new show