M&S Adopts New Festive Campaign Strategy
Marks & Spencer is introducing a new approach to its 2025 clothing and home Christmas campaign, shifting from a single hero ad to a series of "mini content drops".
According to the retailer, this change reflects its "modern social-first strategy" under marketing boss Sharry Cramond, aiming to be "more modern and more relevant".
Focus on Customer Experience
The short films, which will run from October to December, focus on different aspects of the festive season, including hosting and gift giving, to meet customers "where they are", whether through social media, streaming, or in-person shopping.
The idea is to meet customers "where they are"
This campaign marks the first Christmas campaign since Sharry Cramond took on the role of marketing director for fashion, home, and beauty in June.
Author's summary: M&S shifts to mini content drops for Christmas campaign.
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