Marks & Spencer Food taps British icon Dawn French for Christmas ad campaign
M&S Food Christmas advertising campaign is back.
Following the winning formula of last year’s festive Fairy exploration, named by Kantar as one of the most powerful and differentiated of all retailers, the Fairy, voiced by British icon Dawn French, returns to TV screens across the UK and is joined by two new sidekicks.
The ad series, which last year helped M&S Food enjoy one of its biggest ever Christmas, has been taken to the next level for 2023 with the introduction of two new characters. Hollywood actors and Wrexham football club co-chairmen, Rob McElhenney and Ryan Reynolds will join Dawn French, voicing ‘the Mittens’, aptly named Left and Right, in a six-part blockbuster ad series.
The ads chart Fairy and the mittens on a festive exploration of award-winning M&S Food.
Fairy, determined to cheer up the mittens after they were separated from their child owner Lilly and lost in the snow springs into action and introduces them to the magic of an M&S Christmas. Zooming and dancing around the living room, dining room and kitchen, they discover the very best of M&S Food this festive season, ending with a mouth-watering M&S Christmas feast complete with all the trimmings.
Voice of Fairy, Dawn French: “I’m so excited to be returning to my role as the Fairy this Christmas, and what a treat to bring to life some new friends, the lovable lost mittens 'Left' and 'Right'! It was a delight introducing them to the joys of a British Christmas and a traditional fabulous festive feast."
The entire Christmas campaign is poised to reach 98% of UK adults an average of 21 times by New Years Eve.
Alongside the blockbuster ad, M&S Food also has announced that it will kick off its first ever local football club partnership, joining forces with Wrexham AFC. Already partner to the national teams of England, Wales, Scotland and Northern Ireland, this is the first club football partnership in the retailers’ history.
The multi-year deal as official partners of Wrexham AFC will see national and community led activations that support children and families in the local area.
The partnership forms part of M&S Food’s ongoing commitment to Wrexham. Opening its first store there in 1936, the new store will employ over 120 people from the local area. M&S Food also continues to work with neighbouring Village Bakery who have supplied stores with baked goods for over 15 years, including the retailer’s exclusive range of Collection sourdough.
Sharry Cramond, Food Director of Marketing & Hospitality, M&S: “This year’s Christmas advertising campaign is possibly my favourite to date. Not only does it build on the unrivalled success of last year, it also introduces a sprinkle of Hollywood glamour with the addition of both Rob and Ryan. The warming tale is sure to tug on the heartstrings of the nation, whilst putting M&S Food at the heart – something we know our customers love. I mean, who doesn’t get the Christmas feels when they see M&S Food in all its glory on the big screen!"
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