Marks & Spencer launches a Christmas foods campaign this weekend
through BBH Unlimited, the agency’s first work since it was appointed to
the task in August this year.
The pounds 2 million campaign, which breaks this Sunday in colour
supplements such as the Mail on Sunday’s You magazine and the Sunday
Times Style section, is designed to promote M&S’s range of Christmas and
other celebration foods. The ads comprise double-page spreads with empty
plates and use the tagline: ’Marks and Spencer. Make the most of it.’
They are paired to show complementary dishes. Each ad uses a
restaurant-style description of the dish in stylish place settings.
They will be backed up by a radio campaign starting on 2 December on
Talk, Classic and key local radio stations as well as more than 4,700
6-sheet posters in the two weeks before the holiday period starts. Media
BBH Unlimited, a division of the agency which handles through-the-line
work, also produced Christmas carrier bags and in-store material.
The ads were written by Marc Hatfield and art directed by Pete
Bradly.
Media planning and buying are through Optimedia. Steve Kershaw, managing
director of BBH Unlimited, said: ’M&S was brave enough to buy an
innovative campaign.’
Live Issue, p10.
