Turkey of the Week: M&S's 'food porn' resurrection is a lazy move

Is taking the piss out of your own ad even a strategy?

Any fule kno that imitation is the sincerest form of flattery and Marks & Spencer created a whole new genre for food advertising when its "This is not just…" campaign launched in 2004.

None of its rivals managed to match up to the Rainey Kelly Campbell Roalfe/Y&R ads, however. More importantly, the campaign firmly established M&S’s credentials for food of a better quality than its supermarket rivals, making the brand the success it still is today.

So what to make of this attempt to resurrect the original campaign, but with the added twist of taking the piss out of it? Is that even a strategy? It smacks of a lack of an idea.

Brand Marks & Spencer
Title "This is not just food"
Agency Grey London