Belfast Telegraph

M&S drops ‘food porn’ campaign

By Nick Clarke

Marks & Spencer is dropping its successful “food porn” advertising campaign after five years, in a change of strategy |designed to promote its products as value for money.

The high street retailer said yesterday it was launching a new advertising and marketing campaign that would take its brand “in a new direction”.

A spokeswoman said: “We wanted an overhaul of the advertising as we felt it was time for a shake up. We wanted to focus on our customers getting the most for their money.”

The adverts for the food ranges were famous for their lingering shots of delicious dishes, with the “this is not just...” voiceover by Irish actress Dervla Kirwan. These have been cut in favour of a campaign voiced by Caroline Quentin with the line “just because”.

M&S has also cut models and celebrities from the previous clothing campaign, including Myleene Klass. Only Twiggy remains, with singer VV Brown, Dannii Minogue and former England footballer Jamie Redknapp alongside her. Steve Sharp, M&S executive director for marketing said the group had “huge success” with the ads, concluding: “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.”

Sue Unerman, chief strategy officer of media investment group Mediacom, said: “It was a turnaround campaign, which came at a time when M&S had lost touch with its core customers. It gave them reasons to go back.” She added: “It probably is time to move on.”

Belfast Telegraph

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