Marks & Spencer has launched a new TV advertising campaign that promotes “quality experiences, people and things that really matter”.
The “Spend it Well” campaign unites its food and clothing divisions for the first time under a single tagline, which will be used across all digital channels and in store.
The ad features women of all ages making empowering choices – for example, to stop wearing uncomfortable shoes or working in a dead-end job.
M&S said the campaign represents its commitment to putting the customer at the heart of everything it does.
Patrick Bousquet-Chavanne, executive director of customer, marketing and M&S.com, called it a ”radical departure” from previous M&S campaigns.
“It speaks to deep truths about our customers – based on a huge amount of research and listening – and celebrates their lives in a way that is new and innovative for the brand. To remain relevant and attract new customers, we need to get people thinking differently about M&S and recapture our position as a pioneer in culture.”
A bespoke TV ad for food will launch on 11 May, and targeted ads for clothing, home, bank and Sparks will follow later in the year.