This week we will unveil our Food and Fashion marketing campaigns for Autumn 2014 and for the first time, both campaigns will be unified under our Only M&S format.
In what is an extremely competitive market place, I believe this is a campaign that only M&S could create. We know our customers want to hear more about the lengths we go to in order to differentiate our products – from our first to market innovations like the runny Scotch egg, our long-standing relationships with British farmers and even how we interpret the season’s latest trends – like this Autumn’s 60’s revival. Under the Only M&S umbrella, we have the ideal platform to share the many stories that make our products unique, yet we will come across as one brand across Food and Fashion.
By running the two campaigns simultaneously throughout the season, consumers will see more of our products than ever before. The consistently simple yet stylish format makes the M&S brand more instantly recognisable - helping the strength of our product offer really stand out on the page. We want to engage our customers in a digitally savvy way that feels relevant to their daily lives. As a result, our social media
channels play a huge role in this – allowing customers to interact with us and help us demonstrate our expertise in both Food and Fashion. We’re working with some of the most influential bloggers – such as Deliciously Ella to help extend the reach of our activity.
At the heart of each campaign is a 60” TV ad – with the first sneak peak available on our social media channels from tonight. With our fashion ad, we've taken inspiration from the iconic 1960’s photography to create a grand fashion emporium for M&S. Whilst last Autumn required a campaign that made customers think differently about M&S, this season is about showing our fashion credentials – with the confidence to interpret and edit the very latest trends.
These trend stories are brought to life across every element – from online to in-store. We want to wow and inspire the customer with the latest new collections but also provide guidance on how to find the look and outfit that is right for them.
Turning to Food – we’re hoping to tease the nation’s increasingly discerning taste buds with a pioneering new campaign ‘Adventures In’, which celebrates the creativity, craftsmanship and passion behind M&S food. Using a different language to the price focused supermarkets – the innovation and quality of M&S Food is the hero of the Adventures In campaign.
This week’s launch also marks ten years since the unveiling of our iconic Not Just Any Food series and we are once again aiming to raise the bar in food advertising - using a never been seen filming style to appeal to the latest generation of food lovers.
The first ad will hit TV screens on Tuesday 2nd September.
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