Days after revealing improved trading results in its food business, Marks & Spencer has joined rivals in launching its Christmas ad campaign. Whilst its recent focus has been on improving its price competitiveness to tempt back shoppers, the retailer has returned to its roots by highlighting the “exceptional product quality” it offers to customers.
The advert (see below) is set in a festive market and sees M&S Food Celebrity Panel Members – Paddy McGuinness and Emma Willis – sampling popular seasonal products.
The ad is backed by the award-winning choir from Ysgol Gynradd Llwyncelyn primary school in Wales, who shot to fame after winning Songs of Praise Choir of the Year in 2018. They are singing a special arrangement of Fleetwood Mac’s Albatross, the iconic tune behind the retailer’s ‘This is not just any’ campaign.
The full 90 second version of the TV ad will also be accompanied by eight shorter 30-second adverts focussed on particular ‘Hero’ products.
The campaign also includes print, radio and social media activity.
Sharry Cramond, Food Marketing Director at M&S, said: “At M&S Food our plan is to protect the magic – the things our customers really love about M&S – whilst modernising the rest – and at Christmas time especially this means upholding our award-winning quality and innovative food.
“Our product developers are the team behind the magic of our food – that’s why we’re making them and our delicious Christmas range the stars of this year’s ad.”
This week has seen the launch of Christmas ads by Iceland, Asda, Aldi, and Lidl.
