‘Moving on without moving off’: Dawn French returns to celebrate Christmas with M&S Food
Consistency, product, and a broad media mix all play a key role in M&S Food’s festive ad this year.
M&S Food’s 2024 Christmas ad sees the return of Dawn French as the Christmas fairy, with the star also making an on-screen appearance as herself, as the retailer underlines the importance of “consistency” to cut through.
The six-part ad series, created in-house by those “close to the brand”, kicks off with a film showing the fairy make Dawn French’s home come alive with food and decorations. One 90-second and five subsequent 30-second ads will be released incrementally in the run-up to Christmas and New Year’s Eve, all of which are focused on M&S products.
This “product focus” – along with “consistency” and a “broad marketing mix” – are the three key principles M&S followed going into the campaign, Sharry Cramond, M&S Food marketing director, tells Marketing Week.
