Marks & Spencer has announced a raft of celebrity endorsements across its food and clothing sectors, dumping its flagship “This is not just…” strapline along the way.
Actress Caroline Quentin will front its new food adverts, which will use a new strapline “Just because…” and will hit both the small and silver screens.
The first food ads to use the new strapline will hit TV screens by 26 March on ITV and will also run in cinemas and online.
The initial advert will feature a range of Easter foods, with Quentin explaining what makes M&S food “special and different”. These will be followed by 20 further seasonally themed M&S food ads this year.
Each advert 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.
Steve Sharp, M&S executive director for marketing, said: “Our new campaign looks different and feels different. It addresses a number of themes instead of one thing at a time. It looks at concerns the consumers have such as provenance, value, quality and promotions.”
“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.”
“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.”
Sharp said he believed the “This isn’t just food” strapline, which has become synonymous will continue to live on because it has become part the country’s vernacular.
Footballer Jamie Redknapp, singer Dannii Minogue, Capital Radio presenter Lisa Snowdon, Brazilian supermodel Ana Beatriz Barros and soul singer VV Brown join longstanding partner Twiggy as celebrity ambassadors for its clothing business.
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