BBH places ’empty plates’ at centre of M&S Xmas ad push

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.

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.



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