M&S drops 'food porn' ads

Marks & Spencer is dropping its successful "food porn" advertising campaign after five years, in a change of strategy designed to promote its products as value for money.

The high-street retailer said yesterday it was launching a new advertising and marketing campaign that would take its brand "in a new direction".

A spokeswoman said: "We wanted an overhaul of the advertising, as we felt it was time for a shake-up. We wanted to focus on our customers getting the most for their money."

The adverts for the food ranges were famous for their lingering shots of delicious dishes, with the "This is not just..." voiceover. These have been cut in favour of a campaign voiced by the actor Caroline Quentin with the line "Just because".

M&S has also dispensed with models and celebrities, including Myleene Klass, from the previous clothing campaign. Only Twiggy remains, while the singer VV Brown, Dannii Minogue and the former England footballer Jamie Redknapp will line up alongside her. Steve Sharp, the M&S marketing director, said the company had enjoyed huge success with the adverts, adding: "We know from what our customers tell us that they have really loved them. But it is important to keep looking forward and to move on."

Sue Unerman, chief strategy officer of the media investment group Mediacom, said: "It was a turnaround campaign which came at a time when M&S had lost touch with its core customers. It gave them reasons to go back. It probably is time to move on."