Fourteen years ago, Marks & Spencer, began the phenomenon, food porn, with its This is not just food… commercial by RKCR/Y&R in 2005. Marks & Spencer established its credentials as premium grocer and the idea food porn caught on, until it was copied so many times it became humorous.
Now Grey London is making the most of the humour that M&S created, in its 2019 campaign for the brand. The new campaign brings back the This is not just food, this is M&S Food slogan, as well as Charlie Stubbings, who shot the first round of ads, and Guy Manwaring as directors. Fleetwood Mac’s Albatross, which was part of the original ad score, plays discreetly in the background of the new commercial. But rather than the sultry voice of actress, Dervla Kirwan, underlining the seductive visuals, the voices of real people do and the food is put into real life situations.
It is M&S Food’s first major strategy change since it split its food and clothing and home divisions last April. Until now M&S Food has been inspiring people to “make every moment special by focusing on the quality experiences, people and things that really matter,” with its Spend it Well campaigns that covered both divisions.
Last week, Grey London lost the non-food division to indie agency, ODD.
The campaign launched on TV on April 3 during ITV’s This Morning. It is also running on M&S’s YouTube channel, supported by digital, radio, in-store and social activity.
Marks & Spencer has become the headline sponsor of ITV’s Britain’s Got Talent and in social the campaign encourages consumers to share their favourite meals, using the #MyMarksFave hashtag.
Relive the fetish of M&S Chocolate Pudding:
