Marks & Spencer brings back ‘food porn’ marketing campaign

Marks & Spencer has brought back its long-running ‘food porn’ marketing campaign for the third time, slyly recognizing the much-parodied seductive voice-over of the original ads.

Marks and SpencerThe ‘Not just any food…” campaign, which originally featured the sultry voice of Northern Irish actress Dervla Kirwan seductively extolling the slow-mo close-ups of M&S food ran for six years, and was key in establishing the perception of M&S’s as a premium food and drink retailer.

The first ad, for a chocolate pudding, saw sales rise 3,500% , according to The Guardian. It was axed in 2010, although a nod to the original ad was briefly resuscitated in 2014.

The new campaign, which coincides with the retailer’s sponsorship with ITV prime-time show Britain’s Got Talent, features a series of short clips of people mimicking the original ad’s seductive voice-over in the course of their day. It was created by creative company Grey London and opens with a Transport for London announcer getting distracted by an advert of M&S.

M&S launched the food… was launched on Twitter and will run alongside a digital campaign.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Champagne Masters 2019

Deadline : 27th September 2019

The Global Grenache Masters 2019

Deadline : 30th September 2019

Click to view more

The Prosecco Masters 2019

View Results

The Global Rosé Masters 2019

View Results

Click to view more