Instead of trying to tug on the heartstrings like other retailers, the ad has customers and staff describing their favourite dishes. M&S travelled across the UK to find people talk, unscripted, about their M&S food favourites. In a bid to appeal to a younger, less affluent shopper, over 100 Christmas lines will be cheaper than previously.

The campaign comprises twelve different adverts - three 60 second ads and nine 30 second ads - and aims to link up with customers’ Christmas food shopping patterns.

Some ads focus on pre-Christmas food treats and gifts, while later ads as focus on Christmas Day food. One of the ads was revealed on Twitter today with its own festive Percy Pig (an own-brand M&S sweet) emoji, which will appear every time the hashtag#MyMarksFave is used on Twitter.

The retailer claims the ad will reach more customers than in any previous festive period through an integrated campaign on TV, print, radio and in social media,

There is also a monthly social-first Instagram series ’What’s New at M&S’ going live on November 15 and December 14. Amanda Holden, Rochelle Humes, Paddy McGuinness, Emma Willis and a guest star will debate their #MyMarksFaves. The two previous episodes of the series have reached over a million customers, M&S says.

M&S will also launch Percy Pig GIFs on Instagram stories for the very first time.

Stores will display managers’ #MyMarksFave and all staff will highlight their favourite products on name badges. Points of sale across the store will highlight favourites from the TV ad, celebrity favourites and award-winning products.

Food marketing director Sharry Cramond said: “We spoke to customers and colleagues up and down the country about their favourites from our festive range, and then we simply made that the ads.

“On social media, we are continuing with our incredibly successful ’What’s New at M&S’ Instagram series and Paddy, Rochelle, Emma and Amanda will be picking their party food favourite in the November episode and their Christmas favourite in the December episode.

“This series has reached millions of people so far and has proved very effective in attracting a new, younger audience to M&S Food, and to driving sales of our celebrities’ favourite products.”