Blog: M&S premieres GBP10m ad campaign

Joe Ayling | 4 November 2009

UK retailer Marks and Spencer will fit mince pies, cashmere jumpers, “big juicy birds” and handbags into top-dollar Christmas television advertisements over the coming months.

M&S today (4 November) gave journalists a sneak preview of a celebrity-led festive marketing campaign, called “Chistmas wouldn't be Christmas without...”.

The nine adverts feature celebrities including Stephen Fry, Joanna Lumley, Jennifer Saunders, Myleene Klass and Wallace & Gromit.

The campaign, due for screening in the UK from 11 November, cost around GBP10m to create, M&S' executive director, marketing, Chris Sharp, revealed at a media briefing in London today.

The marketing spend is roughly equal to last year, when M&S showcased pop group Take That in its Christmas ads.

M&S will be hoping the investment, together with a cold winter snap, will bolster sales for the rest of 2009, with a January 2010 VAT increase lurking in the background.

The company also announced the launch of branded grocery and household products today, coinciding with its interim earnings statement.

However, M&S, which reported flat profits of GBP2898.3m, has no plans to extend the branded launch to clothing though – as far as CEO Sir Stuart Rose knows.

“I wouldn't rule it out, but there's no immediate plan - is there?” said Sir Stuart – looking to general merchandise boss Kate Bostock. Luckily for him she shook her head.

By Joe Ayling, news editor.


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