Magazine article Marketing

Adwatch: Marks & Spencer - 'Party Food'

Magazine article Marketing

Adwatch: Marks & Spencer - 'Party Food'

Article excerpt

Welcome back. To the vomiting virus, freezing winds and the credit crunch.

This week's Adwatch seems rather out of place, full of festive sparkle and magic, now dampened by the realities of the Christmas trading period. Especially for Marks & Spencer.

Only a few weeks ago Andy Williams told us it was the most wonderful time of the year as Antonio Banderas brought a touch of Hollywood glamour to the British high street. Christmas puds packed with sultanas filled our screens; and to top it all, Stuart Rose was knighted in the New Year's Honours List.

This is not just any campaign. This is the now-famous formula of mouthwatering food close-ups, the merry band of M&S belles and an annual big-budget blockbuster.

But all that is so last year. January's reality-check has been particularly cruel for M&S. The company has just reported its worst performance for more than two years, with shares down by almost 19%. …

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