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M&S Reprises Iconic 'This Is Not Just' Campaign with More Indulgent Food Porn

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Grey London adds a modern twist to the films as we step into the lives of those daydreaming about M&S food

M&S Reprises Iconic 'This Is Not Just' Campaign with More Indulgent Food Porn

Grey London has unveiled a brand-new marketing campaign for M&S Food, which sees the reprise of the iconic and much-loved ‘This is not just food, this is M&S Food’ strapline after a 12-year absence with a modern twist. The new campaign is all about stepping into the lives of customers in the key moments they’re daydreaming about delicious M&S food. As part of the campaign, M&S has unveiled its first headline TV sponsorship of ITV’s Britain’s Got Talent, a combination of two of the nation’s favourite family brands.

First introduced in 2004, the iconic campaign brought to life mouth-watering products using slow motion videography to tantalise customers’ taste buds. The famous ads, which kick-started the generation of “food porn”, saw sales of the iconic M&S Melting Middle Chocolate Pudding rocket by 3,500%.

Since the start of the campaign, M&S has worked with commercial film director Charlie Stebbings and, when the films first premiered, it took 18 months to produce the ads. Today, it’s taken four months. Charlie returned to work on the latest films with director Guy Manwaring, responsible for the warm and humorous ‘people’ moments that are brand new to this campaign. Together, both directors ensure the ad feels current and relevant.

The ad campaign launched on social on 3rd April, with the TV campaign starting on ITV’s This Morning. There will also be a print campaign and new look in-store marketing.

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Media Agency

Media Agency: Mindshare

Production Company

Production Company: Sonny (Live Action), Rogue (Food)

Director: Guy Manwaring (Sonny), Charlie Stebbings (Rogue)

Producer: Amy Appleton (Sonny), Dom Seymour (Rogue)

DOP: Tom Townend (Sonny), Stephen Price (Rogue)

Editor: Mark Edinoff @ Work (Live Action), John Mayes @ Marshall Street Editors (Food)

Music

Music Supervision: Wake The Town

Original Music: Albatross by Peter Green

Music : J. Hawkins (Re-Record)

Audio Post Production: Jack Sedgwick @ Wave

Creative Agency

Creative Agency: Grey London

Chief Creative Officer: Vix Maguire

Executive Creative Director: Richard Robinson

Copywriter: Stephania Silveira

Art Director: Rachel Robinson

Senior TV Producer: Rachel Amess

Creative Producer: Danny Wallace

Strategy Director: Sarah Oberman

Business Director: Kate Ilott

Account Director: Sophie Lake

Post Production / VFX

Post Production Company: MPC

Colourist: George K

Flame: Marcus Moffatt

Genres: Comedy, Tabletop, Dialogue

Categories: Supermarkets, Retail and Restaurants

Grey, Mon, 08 Apr 2019 10:57:22 GMT