M&S Food has launched its Christmas 2023 campaign, featuring A-list stars Ryan Reynolds and Rob McElhenney in a six-part mini series to be shown across TV and on social media.
The adverts see the Hollywood actors and Wrexham football club co-chairmen voicing new characters ‘the mittens’, while also marking the return of British icon Dawn French who reprises her popular role as the M&S Fairy.
With the first film premiering on 2 November at 10:30 am on ITV, the campaign has been designed as a festive exploration of the retailer’s new Christmas range.
The 60-second film begins with the pair of mittens showing up lost at the Fairy’s house. Springing into action, the Fairy soon cheers them up with the magic of M&S’ festive food and drink range.
Led by M&S Food marketing head of creative, Rich Robinson, and M&S head of marketing, Robbie Black, the six-part campaign – with five 30-second spots to follow – spans the entire festive period, with the final creative focusing on the New Years Eve range, and released on 26 December.
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Alongside the campaign, the retailer has also launched an initiative, partnering with Wrexham AFC to see national and community-led activations, aimed at supporting children and families in the local area.
“This year’s Christmas advertising campaign is possibly my favourite to date. Not only does it build on the unrivalled success of last year, it also introduces a sprinkle of Hollywood glamour with the addition of both Rob and Ryan,” said M&S food director of marketing and hospitality Sharry Cramond.
“The warming tale is sure to tug on the heartstrings of the nation, whilst putting M&S Food at the heart – something we know our customers love.
“I mean, who doesn’t get the Christmas feels when they see M&S Food in all its glory on the big screen!”
Earlier this week the British retailer debuted its Christmas clothing and home advert, ‘Love Thismas, Not Thatmas‘, featuring stars Hannah Waddingham, Zawe Ashton, Sophie Ellis-Bextor and Tan France.
