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Make Today Delicious

Client: M&S
Brand: M&S

This week RKCR/Y&R will be launching a new brand campaign for M&S Food built around the strapline Make Today Delicious, designed to put the retailer’s food at the heart of everyday occasions. The campaign will cover all M&S Food marketing including online, print and a series of TV adverts focused on different food moments, from a garden BBQ to lunch on the go. Airing from Monday 13th May, the TV adverts are directed by Helen Downing and set to Plage by the Crystal Fighters, with a voiceover by actress Anna Friel.

One of the first ads to break features a seaside picnic on a beautiful but blustery beach scene. Shot in a filmic style, the food takes centre stage retaining the close-up, mouth-watering shots for which M&S Food advertising is famed. The camera pans out to reveal that the couple enjoying the picnic are in fact taking shelter from the typically British weather under an upturned boat. The voiceover reminds us that “great picnics don’t need sunshine – they just need a great picnic”.

Make Today Delicious will be rolled out across the entire M&S Food offering, from health to scratch cooking and including popular promotional formats such as Dine In for 2 for £10.

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