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M&S merges fashion and food in new campaign

By Don-Alvin Adegeest

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Fashion

If Marks & Spencer is known for anything, it would be for its fashion and food. Despite its prowess on the high street, however, M&S has recently struggled to sell both its clothes as well as its food.

In a bid to revamp its fashion and food image, the store's new fashion campaign has borrowed stylistically from its "adventures in" food ads. Called “The Art of”, the campaign highlights the quality and style of M&S products.

Fashion and food are coming together

Patrick Bousquet-Chavanne, executive director, marketing & international, said the campaign gives M&S a more joined-up journey and brings the unique qualities of Marks and Spencer food and fashion much closer together.

He said the campaign is the retailer’s most expensive in recent history, and will include, six TV ads, print and digital to take advantage of changing consumer behaviour.

The campaigns follow a similar format to the retailer’s award-winning food ads, and looks to showcase manufacturing processes, ethical sourcing policies, and craftsmanship.

Those familiar with M&S Fashion campaigns will know it usually launches with a big print ad starring prominent British women, shot by a famous photographer.

The new campaign, which was created by Rainey Kelly Campbell Roalfe/Y&R, began with a TV spot that aired on TV on Wednesday 2 September. The ad combines close ups of needles and thread, and other tailoring paraphernalia, with shots of models being splashed with colour, and it’s backed by an instrumental version of Mark Ronson’s Uptown Funk. The strap line rather confident, too, proclaiming "only one store does it like this."

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