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Award Winning Welsh Primary School choir provide a festive makeover to the iconic ‘Not Just Any Food’ sound Fleetwood Mac’s Albatross 

Today Thursday 7th November M&S kicks off its new Christmas campaign by focussing on the exceptional product quality on offer to customers. 

The advert [available here] is set in a festive market – with each of the stalls hosted by the M&S product developers behind its delicious Christmas products. Possessing a combined total of over 500 years of food knowledge, the passion and expertise of M&S’ product development team brings to life the quality and innovation behind this year’s range – from M&S Collection Brie en Croute to Sticky Toffee Christmas Pudding. In total, the team has created over 170 new product lines for customers this Christmas. 

Viewers are led through the market by M&S Food Celebrity Panel Members - Paddy McGuinness and Emma Willis. They wander through the festive scene, sampling the season’s popular seasonal products – mingling in with 125 real M&S customers and bumping into fellow panel members Amanda Holden and Rochelle Humes. Products enjoyed by celebrity tasters include The Perfect Turkey, Torched Winter Berry Pavlova – according to Paddy, “You can tell it’s good because all the kids are quiet” – and, of course, the M&S Collection Mince Pies.

The festive atmosphere is set by the award-winning choir from Ysgol Gynradd Llwyncelyn primary school in Wales, who shot to fame after winning Songs of Praise Choir of the Year in 2018 – who sing a special arrangement of Fleetwood Mac’s Albatross, the iconic tune behind the ‘This is not just any’ campaign. Following coaching from Justin and Dan Hawkins from The Darkness fame, the choir’s festive makeover of Albatross will be heard over 350,000 times in stores across the UK with a further 12 million people viewing the advert over the festive period. To celebrate the contribution of the choir, the premiere of the advert took place at the choir’s primary school in Wales.

The full 90 second version launches today, including a broadcast at 11.25am during This Morning – featuring the M&S Collection The Perfect Turkey. The advert will also be accompanied by eight shorter 30-second adverts focussed on one particular ‘Hero’ product, including the M&S Clementine Gin Liqueur Snow Globe.

The wider campaign includes integrated advertising campaign across TV, print, radio and social media, and will expand M&S’ reach to more customers than in any previous Christmas. 

Sharry Cramond, Food Marketing Director at M&S, said: “At M&S Food our plan is to protect the magic – the things our customers really love about M&S – whilst modernising the rest – and at Christmas time especially this means upholding our award-winning quality and innovative food.  Our product developers are the team behind the magic of our food – that’s why we’re making them and our delicious Christmas range the stars of this year’s ad. 

“It’s only our amazing Côr Ysgol Llwyncelyn choir that might steal a little of the limelight from our fantastic food.  Families are at the very heart of an M&S Christmas – and the incredible voices and talent of the children bring a truly magical festive feel to this year’s campaign.” 

Gavin Ashcroft, leader of Côr Ysgol Llwyncelyn said, “It was a joy to take part in the M&S Christmas Food advert. Over the two weeks the pupils were treated like superstars, including a coaching session from The Darkness! It’s been amazing to welcome M&S into our school, and to choose us as the first people to see the advert has been a real treat for the children and staff. Nadolig Llawen!”

Some of the most popular M&S Christmas Food featuring in the 2019 campaign includes:

  • M&S Collection The Perfect Turkey - £65
  • M&S Collection Torched Winter Berry Pavlova - £8
  • M&S Collection Brie en Croute - £12
  • M&S Collection Mince Pies - £2.50
  • M&S Collection Salted Caramel Cream - £3.50
  • M&S Collection Chocolate, Cranberry and Orange Panettone - £12 
  • M&S Clementine Gin Liqueur Snow Globe - £15
  • M&S Collection 10 Pulled Ham and Rarebit Crumpets - £7/£14
  • M&S Spanish Pigs in Blankets - £5/£10
  • M&S Collection 10 Mini Meatball & Tomato Sub Rolls - £7/£14
  • M&S Collection 12 Mushroom Steamed Buns - £7/£14
  • M&S Collection The Perfect Roast Beef - £25
  • Sticky Toffee Christmas Pudding - £10
  • M&S Sticky Toffee Trifle - £12
  • M&S Woodland Yule Log - £15
  • M&S Prosecco Oro - £10 during November and December


-Ends-

Notes to editors

Credits

Account Team: Grey London

Kate Ilott, Group Business Director

Francesca Goring, Account Director

Emilie Jenner, Account Manager

Annabel Fraser, Account Executive


Creatives: Simon Parkin & Simon Johnson


Senior agency producer: Rachel Amess (Chops)

Assistant producer: India Smith


Strategy Director: Sarah Oberman

Senior Planner: Zoe D’Avignon


Media agency: Mindshare


Production company: Pulse Films 


Director:

Live Action – Finn McGough

Food – Helen Downing


Editor: Sam Gunn at The White House


Producer:

Live Action – Neil Andrews

Food – John Bannister


DOP: Florian Hoffmeister


Post-production: 

Colourist: Duncan Russell

Lead Flame artist: Marcus Moffatt

Lead Compositor: George Brunt


Music:

Track name: ‘Albatross’

Composer:Peter Green

Publisher:BMG

Rerecord by: Hawkland Music Ltd and Rock & Roll Deserves to Die Ltd


Audio post-production: Jack Sedgwick @ Wave Studios