Marks & Spencer is unifying its food and fashion campaigns under its ‘Only M&S’ format this autumn. According to the retailer, the move is designed to provide customers with a clearer, more consistent message about the M&S brand.
Patrick Bousquet-Chavanne, executive director of marketing & international at M&S, said: “The M&S brand is unique in terms of the scope, depth and history of trust that it has built up over the last 130 years. ‘Only M&S’ provides the ideal platform, from which to share the many stories that make our products different. These are stories only M&S can tell– thanks to our first to market innovations, exceptional sourcing standards or our interpretations of the seasons’ trends.”
The ‘Only M&S’ format also provides greater consistency in the look and feel across the two multi-platform campaigns – covering TV, print, digital and social media engagement, M&S claims. This consistency of experience extends to the entire customer journey – with window and in-store activity – reflecting the products and stories featured in the campaigns.
Bousquet-Chavanne said: “Using the simple and stylish format across both campaigns creates stand out on the page and shows off the strength of our product offer. We want to demonstrate our expertise in both Food and Fashion – engaging customers in a digitally savvy way that feels relevant to their daily lives.”
At the centre of each campaign is a striking TV ad and for the first time, the retailer will air both Food and Fashion campaigns concurrently throughout autumn – with activity running from 2 September to 29 October.
Food Adventures In campaign:
Launching on 2 September, the new ‘Adventures In’ campaign brings the retailers of M&S food expertise to life; reminding customers what is special and different about its food offer and positioning M&S Food Halls as an exciting and innovative place to shop, the retailer said.
Ten years on since the iconic ‘Not Just Any’ series, this campaign aims to raise the bar in Food advertising – using the latest cutting edge food photography to showcase the innovation, quality and freshness of M&S food.
Clothing Fashion Emporium campaign
Launching 3 September, this autumn’s campaign showcases M&S’ fashion expertise – inspiring customers with the latest new collections and helping them understand how to wear the season’s latest looks.
The ad creates a grand fashion emporium for M&S – highlighting each of this autumn’s key trends – from simple luxe to 1960s revival.