M&S Food has once again enlisted the services of Dawn French to voice its iconic fairy and for the first time, star as herself in its blockbuster 2024 Christmas ad.
The retailer’s latest festive campaign looks to build on the success of last year’s effort, that was crowned as a standout ad by creative effectiveness platform System1.
Having also been named as one of the ‘most powerful’ characters in retail advertising by Kantar in 2022, the famous fairy made her on-screen return today (4 November).
“Last year, our Fairy added something truly magical to Christmas, and this year, we’re thrilled to take it to the next level, with Dawn French herself joining the fun alongside her Fairy character! M&S Food marketing director, Sharry Cramond said.
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“We’re always looking to push creative boundaries, and we believe this year’s campaign will leave our customers smiling and feeling super inspired. To top it off, we’re honoured to feature the incredible Katherine Jenkins, adding even more festive magic to our screens!”
Forming part of a series of six festive ads, this inaugural effort kicks off M&S Food’s Christmas activity, and will be followed by the second instalment on 13 November. Media planning and buying was handled by Mindshare.
Dawn French added: Voice of Fairy, Dawn French, says “I’m absolutely thrilled to be fluttering back as Fairy this Christmas, and oh my wings, do we have a plot twist for you!
“Let’s just say, Fairy meeting Dawn herself was quite THE moment! Who knew we’d ever share the same screen? Magic really does happen!”
