M&S gets (some) ad mojo back with new/old food effort

Is M&S advertising finding a bit of form? It’s just moved its clothing and homeware account from Grey to ODD (a fashion/retail specialist it seems.) Grey is still, presumably, on the case for food and it’s cleverly resurrected the ‘This is not food, it’s M&S food’ food porn campaign devised back in the day when Stuart Rose and Steve Sharp put some fizz and vim into the venerable retailer. It’s been treading water ever since.

The spin here being it’s not an actress this time but Joe Public getting orgasmic.

One quibble: the pizza on display looks and sounds absolutely revolting. Why don’t the British understand this straightforward Italian invention?

MAA creative scale: 7.5 (loses half a point for the horrible pizza.)

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.