Marks and 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 £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 meal 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 2nd December on Talk, Classic and key local radio stations as well as over 4,700 six-sheet posters in the two weeks before the holiday period starts.
In the radio ads actors like Richard E. Grant, Zoe Wanamaker and Brian Cox deliver impassioned, luvvie-like soliloquys describing the food. Media BBH Unlimited, a division of the agency which handles through-the-line work, also produced special Christmas carrier bags and in-store material featuring the empty plates.
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: "When you probe into Marks and Spencer you realise it's a fantastic brand with a fantastic story to tell. Andrew Challier [head of food advertising for the client] agreed with us that this campaign had to stand out in order to be noticed. They were brave enough to buy an innovative campaign."