// M&S revives popular This is Not Just marketing campaign for its food business
// Comprises adverts featuring the “this is not just food, this is M&S Food” strapline with a modern twist
// Campaign was first introduced in 2004 and ran until 2007
Marks & Spencer has revived its much-loved This is Not Just marketing campaign after a 12-year absence, with the launch of a new adverts that gives the strapline in a modern twist.
First launched in 2004, the campaign’s initial run helped boost M&S’s food business into the stratosphere and cemented its reputation as a premium food retailer.
The latest launch also comes as the bellwether retailer attempts to stave off dwindling sales, which declined 2.1 per cent during the crucial Christmas trading period, and push on with a major turnaround scheme.
While its clothing and home division has consistently been the main driver of the sales decline, the performance of its food arm in recent months has slowed down and M&S hopes its new ad campaign would broaden its appeal.
The new campaign also comes weeks after M&S unveiled a new deal with Ocado, which will see it step into online delivery for the first time once the partnership comes into effect in late 2020.
M&S’s new set of This is Not Just adverts were directed by Charlie Stebbings and Guy Manwaring, who spent four months creating them.
The adverts also pay homage to the original campaign and all show various people in key moments daydreaming about items in the M&S food range.
Watch the campaign here: