All food marketing going forward – including promotions around its long-standing Dine In For £10 deal – will be positioned around the new “Make Today Delicious” strapline, which M&S says builds on its reputation as a destination for special events.
The first TV ad from the new campaign launches 13 May and focuses around a summer BBQ. Set to the Crystal Fighters track Plage and voiced by actress Anna Friel, the spot uses a familiar M&S style of close-up shot around a number of products before revealing the apparent opulent occasion is an everyday BBQ on a city roof terrace.
The campaign, which will also cover online and print, was created by RKCR/Y&R.
Steve Sharp, M&S executive director of marketing, says: “Spending time with friends and family is a priority for our customers, but with no major national celebrations this year they’re placing even greater emphasis on personal, more everyday events. Food is being used as a way to bring people together and make those moments more memorable – be it a BBQ, a picnic or a Sunday roast. This campaign taps into this trend – showing exactly how great food can transform the mundane into something special.”
Food is an increasingly important part of M&S’s business as it is incrementally losing share to rivals such as Next and Debenhams on the clothing side.
Sales of food grew 6.3 per cent in the three months to 30 March, while its struggling general merchandise division’s sales fell 2.2 per cent in the period.