The “great fits” ads are promoting the range of bras and underwear in all sizes offered by M&S and reiterates that customers will no longer be charged more for larger sized garments.
Last year M&S backtracked on its policy to an extra £2 for larger sized bras after media pressure led by the Sun newspaper’s “hands off our boobs” campaign.
M&S hopes to recreate the success of its “iconic” “we boobed” campaign and “assert its continued commitment to supporting the nation’s women with beautifully fitting, quality bras whatever their shape or size.”
The ad, which was created by RKCR/Y&R, launches Friday (28 May) in national press.
Yesterday, M&S revealed a 4.6% rise in full-year profit.
New CEO Marc Bolland says he will look at the chain’s marketing strategy as part of a three month review of the business, but will look to build on what M&S is already doing well.