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M&S drops 'food porn' ads
by Mark Sweney - 22/03/2010
"New 'post-recession' advertising campaign stars celebrities such as Caroline Quentin, Jamie Rednapp and Dannii Minogue"
Marks & Spencer is to drop its long-running "food porn" ads for its new spring campaign – which will not feature Myleene Klass. The post-recession marketing overhaul instead features a new roster of celebrities including Caroline Quentin, Jamie Redknapp and Dannii Minogue.
The new multimillion-pound campaign, by RKCR, also stars Capital FM presenter Lisa Snowdon, Brazilian model Ana Beatriz Barros and singer VV Brown. Only Twiggy will be retained because, according to M&S executive director of marketing, Steven Sharp, she is "shorthand for fashion at M&S".
M&S's food campaign will see the dropping of the famous "This is not just ..." strapline, which has accompanied the company's decadent "food porn" ads for the past five years, to be replaced with a new line "Just Because".
The spring campaign for womenswear and lingerie launches today with press and billboard ads, with the TV campaign breaking on Wednesday.
Klass will not appear in the new campaign, although the company said that she "continues to work on a number of other initiatives".
The first food commercial breaks on Friday across cinema, TV and online focusing on Easter products. A total of 20 different themed food ads will run this year.
Redknapp, who earlier this year signed up to front Thomas Cook's TV ads alongside wife Louise, has been signed to front ads for M&S clothing brands including Blue Harbour and Autograph. Minogue's partner, Kris Smith, will also appear in a one-off summer menswear campaign.
Steve Sharp, executive director of marketing, said that M&S – which is significantly upping its marketing budget this year – felt that the time was right for a "spring clean" of its advertising now the UK appeared to be out of the recession.
"Six months ago we were still feeling where the recession was going," he added. "Then things started to get better in the runup to Christmas and come spring there was a new mood and it felt the time to move everything on.
"It was a big decision as the campaigns for food and fashion have been tremendously successful. We wanted to capture a sense of change. In some respects it is fair to say it is a post-recessionary spring clean."
More Details: http://www.guardian.co.uk/media/2010/mar/22/marks-spencer-spring-campaign
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