M&S ditches festive hero ad for ‘mini content drops’

M&S Adopts New Festive Campaign Strategy

Marks & Spencer has introduced a new approach to its 2025 clothing and home Christmas campaign, shifting from a single hero ad to a series of "mini content drops" as part of its "modern social-first strategy".

The campaign, which runs from October to December, features short films focusing on various aspects of the festive season, such as hosting and gift giving, aiming to meet customers "where they are", whether through social media, streaming, or in-person shopping.

The idea is to meet customers "where they are", the retailer explains, whether that’s through social, streaming or in-person shopping.

This campaign marks the first Christmas campaign under the leadership of Sharry Cramond, who became the marketing director for fashion, home, and beauty in June.

Author's summary: M&S changes its festive ad strategy.

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Marketing Week Marketing Week — 2025-10-31

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