M&S celebrates dropping 'blockbuster' Christmas ad

Campaign 10 Jan 2019 10:48

Marks & Spencer chief executive Steve Rowe believes a focus on product has helped the brand resonate more with customers after it decided against making a blockbuster Christmas ad.

The retailer eschewed its usual tactic of competing with John Lewis’ Christmas campaign by running two separate festive ads for its general merchandise and food businesses.

The general merchandise spot featured Holly Willoughby and David Gandy, and centred on "must have" items – a tactic that Rowe said has paid off.

M&S revealed its third-quarter trading results this morning and while like-for-like sales for the 13 weeks to 29 December were down 2.2%, the drop was not as big as analysts had feared.

Like-for-like food sales dropped 2.1%, while clothing and home fell 2.4%.

Rowe said: "We saw record sales of advertised lines and what is important is we moved away from the big blockbuster campaign film into something that resonated with our customer this time, which was more about product.

"And we think that has picked up on the customer mindset at the moment."

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Steve RoweHolly WilloughbySpencerJohn LewisDavid Gandy
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