British retailer Marks & Spencer (M&S) has introduced a new marketing campaign to trace back every piece of beef sold from its stores.

The ‘we trace it so you can trust it’ campaign will run throughout the summer.

As part of the campaign, the retail chain has partnered with Dublin-based technology company IdentiGEN to provide DNA samplings.

“Our people go to extraordinary lengths to source the very best ingredients and products and we are not shy of using cutting-edge technology to guarantee our provenance.”

The meat sampling will be used by the M&S to trace its beef back to every farm and animal. A sample is taken from every animal from every farm that supplies M&S and its suppliers.

Thousands of tests are carried out every year on products taken at random from M&S stores and warehouses to ensure they can be traced back.

M&S food marketing director Sharry Cramond said: “Our people go to extraordinary lengths to source the very best ingredients and products and we are not shy of using cutting-edge technology to guarantee our provenance.

“Our beef campaign is an important first step in shining a spotlight on our unrivalled food standards – because trusting the food we eat matters to our customers.”

In addition, the supermarket chain launched an extensive media campaign by airing ads through press and radio throughout the summer.

To support British farming, the ads feature a Union Jack flag summarising that the beef sold in the stores is 100% British sourced.

The campaign will also feature an interactive supply chain map with every single farm that supplies beef to M&S stores in May this year.

Grey London executive creative director Luke Williamson said: “Provenance is such a powerful story for M&S. We’re excited to be launching this fresh campaign, it’s a bold message delivered in an integrated way that will leave customers in no doubt over where M&S beef comes from.”