2018 hasn’t been generous to Marks & Spencer. Sales were down in its half-yearly results for both food and clothing. So while it is reshaping its business and lowering its food prices, it is enticing customers with two Christmas campaigns. (The marketing for these two were split in April). The food campaign, M&S Christmas Favourites, by Grey London, is a gorgeous blend of unscripted “best festive food” interviews with real customers across the UK and food porn. Exquisite, desire-stimulating food porn.
Underscoring all of this appeal is Ed Sheeran’s hit, Shape of You.
Viewers may also share their own favourites on social media with the hashtag, #MyMarksFave.
The full campaign is made up of 12 spots – 3 x 60-second commercials and 9 x 30-second ads that focus on specific products. All are timed to coincide with food shopping patterns. The fresh produce spot, for example, will launch the week before Christmas.
The films’ were made by two directors. Charlie Stebbings, who also made M&S’ original food porn commercial in 2004, directed the food footage. These were produced by Rogue Films. Neil Gorringe directed the interviews through Moxie Pictures.
The campaign is being supported abundantly in social media. A festive Percy Pig emoji will appear every time someone uses the #MyMarksFave hashtag on Twitter, and gifs of the character will run on Instagram Stories. The Instagram TV series, What’s new at M&S, which launched in September, will feature two special Christmas episodes – one on November 15, the other on December 15. Each will feature celebrity guest, Keith Lemon.
To highlight the 100+ Christmas food items whose prices have been lowered, the specific food ads will end with the prices of key foods featured.