M and S binning ‘food porn’ ads for image makeover
By ANITuesday, March 23, 2010
LONDON - Marks and Spencer is pulling out its sexy “food porn” TV ads and heading for a more straight-laced image.
The store is also binning its famous “This is not just” line and come Friday, viewers will see actress Caroline Quentin plug M and S smoked salmon with the simple message- “Just because.”
The firm said it wanted to concentrate on food quality, provenance and ethics.
However, the move marks a big shift from the old campaign, launched in 2005, when Ballykissangel star Dervla Kirwan, 38, was hired to plug melting middle chocolate puds.
With a sultry Irish lilt, she said: “This is not just any food, but M and S food.”
And since then, the line has been used to advertise a range of M and S products.
But M and S marketing boss Steve Sharp said it was time for a change.
“It’s important to look forward and move on,” the Sun quoted him as saying. (ANI)
