Marks & Spencer has reintroduced one of its most successful marketing campaigns as it seeks to build its food business.
The retailer has revived its ‘this is not just food, this isfood’ tagline, 12 years after it was last used.
The new advertising, which launches today on social media and TV, features customers daydreaming about and serving M&S meals. It keeps the “food porn moments” the original ads became famous for but with “a new twist”, the retailer said.
First launched in 2004, by then marketing boss Steve Sharp as he and former M&S chief executive Stuart Rose launched a turnaround campaign after fending off bid interest from Sir Philip Green, the ‘not just food’ campaign quickly achieved cult status. It boosted sales of the retailer’s Melting Middle Chocolate Pudding by 3,500%.
The new iteration features products including cauliflower cheese, Detroit Pizza and Best Ever Trifle.
Food is at the heart of M&S chief executive Steve Rowe’s revival plans for the business. The retailer is reconfiguring stores to devote more space to food, and has struck a joint venture with etail giant Ocado to sell its groceries online.