Marks & Spencer has bought back its much-loved Fairy character to give its 2025 Christmas food advert another sprinkle of festive magic – this time set in a Christmas Eve traffic jam.
M&S’s latest festive film continues the retailer’s focus on indulgence and quality, leaning into its strengths such as premium food and chef collaborations, rather than price.
The ad opens with drivers stuck on their way home before Fairy, voiced once again by Dawn French, turns an M&S delivery truck into a roadside party packed with the retailer’s Christmas food.
Set to Chris Rea’s classic Driving Home for Christmas, the ad features an array of party favourite picky-bits including Paella Bites, Fish & Chip Bites and Tom Kerridge’s Pork & Mushroom Pâté, with a brief cameo from the celebrity chef himself.
The strategy stands apart from rivals like Asda, Argos and Sainsbury’s, which have focused their festive marketing on humour, nostalgia or value.
Running across TV, digital and social channels from this week, the ad continues the retailer’s long-running tagline: “This is not just Christmas food. This is M&S Christmas food.”
The campaign is further supported by in-store promotions, social activity and a £1,000 M&S Food gift card giveaway. It also throws a spotlight on the retailer’s delivery drivers, who share stories of bringing Christmas to life for customers nationwide.
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