Marks & Spencer is set to move on from its “this is not just food” advertising campaign and will turn to household names to boost sales of its ready meals.
The high-end retailer will first use David Jason, who played Del Boy Trotter in Only Fools and Horses, to promote its range of Italian food.
The 40-second advert will show him discussing the ingredients he is using for an Italian risotto, only to reveal that it is an M&S prepared meal.
The new adverts, to run from Sunday, will replace the well known format from the last three years, which featured a series of food close-ups and actress Dervla Kirwan whispering, “This is not just food, this is M&S food”.
Steve Sharp, executive director of marketing at M&S, said the change represented the “next step” in the retailer’s advertising and that other celebrities will provide voiceovers in the coming months.
He said: “The new adverts not only show that M&S prepared meals offer restaurant-quality dining, but also highlight the quality of our raw ingredients to viewers, whether they are buying fresh produce to cook from scratch or want us to do the hard work for them.”
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