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22 March 2010

Marks & Spencer Unveils New Advertising Strategy

M&S is launching a new advertising and marketing campaign from 22 March which sees a new direction for the brand across clothing and food.

The new approach will introduce a number of new faces for the Clothing ranges with only Twiggy remaining from the previous line up. She will be joined by Brazilian model Ana Beatriz Barros, singer and model VV Brown, X factor judge and singer, Dannii Minogue and Capital FM breakfast show presenter Lisa Snowdon. Myleene Klass continues to work with the retailer on a number of other initiatives. The new face of M&S menswear is former footballer and face of Sky Sports Jamie Redknapp.

In addition the UK’s number one retailer, is revamping its Food advertising and is replacing the legendary ‘This is not just …’ strapline. Actress Caroline Quentin provides the voiceover and stars in the new food ads.

Steve Sharp, Executive Director for Marketing said: “Virtually everyone loves M&S food – I’ve certainly never met anyone who doesn’t – and everyone has their favourite things. But sometimes people need a bit of a justification to buy it. With the new ads we’re showing what it is that makes it better and why it’s special by focusing the ad on our quality, provenance, price, innovation, ethics and offers – as well as showing delicious, irresistible food.”

He continued: “We’ve had huge success with the advertising campaigns over the past few years and we know from what our customers tell us that they have really loved them. But it’s important to keep looking forward and to move on. The new campaigns build on the success of the Quality Worth Every Penny strapline we introduced last year to celebrate our 125th Birthday and demonstrate the amazing value and quality M&S consistently offers across everything we sell – from knickers to chocolate to that perfect summer dress.”

First to launch will be the new Spring campaign for womenswear and lingerie which appears in print and billboard from 22 March and on TV from 24 March. The ad introduces the new celebrity line-up and sees a change in direction from previous campaigns focusing on key seasonal trends, must-have pieces, showing customers how to put outfits together in different ways and really making their wardrobe work for them.

Jamie Redknapp will be the new face across all the ranges for the next year including Blue Harbour and Autograph brands and will feature in a his first print campaign launching in May. Model and boyfriend of Dannii Minogue, Kris Smith will feature in a one-off Summer menswear print campaign, also launching in May.

The advertising for the Food ranges also sees a significant move on with the launch of a new strapline, ‘Just because’, and a new voice of the campaign in Caroline Quentin.

The first of the new food ads focuses on Easter products and is set in a family home. The film pans through the house showing in turn shots of various types of Easter food with the voice of Caroline Quentin saying in each case: “Because ….” and explaining what makes M&S food special and different. For example a plate of smoked salmon blinis is shown being offered to guests with the line; “Because salmon tastes even better when you know where it’s from.” Each image is beautifully shot and shows mouthwatering food and the sequence ends with the title Easter at Your M&S appears on screen with the slogan “Quality worth every penny”.

The new food ad airs on 26 March on ITV at 7.45pm. This is the first of almost 20 different executions which will air between March and December 2010. Each ad will take a different theme – some focusing on seasonal occasions while others will take a broader view of the variety of food on offer at M&S. All the ads will focus however on the quality, provenance, sourcing, price and ethics behind M&S food.

The womenswear TV ad will be a 50 second version, with a 90 second available to view on the retailer’s website at The ad will air at 7.45pm on Wednesday 24 March on ITV and billboards and print break across the UK from 22 March. This will be followed by a second phase of the campaign focusing on Summer ranges in May which will be billboard and print only.


For more information please contact:

Tania Littlehales – Head of Product PR

Tel: 020 8718 2098

Jessica Harris – Product PR Manager

Tel: 020 8718 1339

Laura Davidson – Product PR Manager

Tel: 020 8718 6190

Liz Williams – Product PR Manager

Tel: 020 8718 6369

Notes to Editors:

The New M&S Girls are…

Ana Beatriz Barros is the Brazilian supermodel first discovered in Rio de Janeiro in her mid teens by top international agency Next Management and who immediately caught the eye of top photographer Mario Testino

V V Brown has had huge success with her debut album ‘Travelling like the Light’ in 2009. With a unique personal style, she has been embraced by both the music and fashion elite alike

Dannii Minogue is most recently known for her role as a judge on the UK’s X Factor, alongside a music and acting career that spans over twenty years. She is currently writing her autobiography for release later this year.

Lisa Snowdon is a television and radio presenter. She currently co-hosts London’s Number 1 breakfast show on Capital Radio as well as being a former model.

Twiggy, legendary model and actress and a huge hit with M&S customers, returns for her 5th year in the famous ad campaign.

Myleene Klass remains a key member of the M&S family and is working on a number of different projects including M&S Money and M&S Online TV

The Womenswear TV ad will air on the evening of Wednesday 24th March and will run until April. The print campaign will launch on Thursday 25th across various media titles and the billboard campaign will launch on Monday 29th across various locations throughout the UK. The soundtrack accompanying the ad is “To be real” by Cheryl Lynn

The Food TV ad is 40 seconds long and runs from 26 March to 3 April

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