The high-street retailer has been working with marketing agency Story to develop a direct marketing and in-store campaign that realigns M&S Money with the quality and value associated with its retail operation.
The campaign will highlight similarities between the high standards of its retail products and financial services under the strapline ‘It’s M&S no less’.
Activity will include online and in-store communications and direct mail ads in the form of inserts into customers’ statements.
To promote its insurance, creatives will read: “Cover and support in all shapes and sizes – just like our underwear.”
Ads for travel insurance will read: “Gluten Free. GM Free. Now try commission-free.”
M&S Money offers services including credit cards, loans and car and travel insurance.
Last week M&S posted better than expected Q2 results with like for like sales down only 0.5% marking the fourth consecutive quarter of improvement.
The chain is currently searching for a chief executive to replace Sir Stuart Rose when he steps down from the role.