Dawn French and Christmas Fairy Put on a Feast with M&S

M&S Food’s much-loved Christmas TV advert is back, and this year, it’s set to enchant audiences like never before. Featuring the return of the iconic M&S Fairy, once again voiced by the incomparable Dawn French, the 2024 campaign promises double the magic, surprise and festive cheer.

Building on last year’s winning festive formula, when the Dawn French-voiced Fairy was crowned a standout by ad testing platform System1, the beloved Fairy returns to TV screens. In an exciting plot twist and first for M&S, Dawn French will not only lend her voice to the beloved Fairy but will also make her on-screen debut, as herself!

Audiences are in for a treat as Dawn and her Fairy alter-ego share the screen for the very first time, bringing a delightful mix of humour and charm to this year’s festive storytelling, and set to ‘Step into Christmas’ by the one and only Elton John.

The six-part ad series from M&S and Merman captures the true spirit of Christmas, with M&S Food at the heart of the celebration. M&S Food will bring the wow factor to each advert with mouth-watering visuals of its award-winning, utterly irresistible Christmas food.

Featuring everything you need for a truly unforgettable celebration, from 100% fool proof Our Best Ever Slow-cooked Turkey and indulgent Collection Cornish Cruncher Cauliflower Cheese to delicious Frozen Collection Raspberry & Pistachio Roulade and the heavenly Our Best Ever Yule Log. And not forgetting innovative treasures like the enchanting Santa's Workshop Musical Light-Up Tin, filled with mesmerising optical illusions and all-butter cookie stars and the exquisitely crafted Collection Nocciolato Panettone; a true centrepiece for any festive celebration.

The first instalment showcases a stunning M&S Food Christmas spread, with a table bursting with seasonal treats - an irresistible feast that’s sure to make mouths water. As Fairy sprinkles her magic across Dawn’s home, Christmas comes alive with M&S treats, twinkling lights and heart warming Christmas cheer.

The following five episodes build on the excitement and continue to surprise customers by unveiling more of M&S Food’s Christmas offerings, from party food guaranteed to wow and innovative gifting ideas, to show-stopping desserts, ‘Big Day’ essentials and New Years Gastro Pub delights. Each advert promises to be a feast for the eyes, highlighting the very best from M&S Food this year.

But the surprises don’t stop there. The ad airing on 17th December, will feature a festive cameo performance by none other than the world’s most successful classical singer, Katherine Jenkins. Accompanied by a joyful choir, Katherine’s appearance will provide a magical and moving addition to this year’s campaign, making it a Christmas to remember.

Sharry Cramond, M&S Food marketing director comments, “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! 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!”

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!"

Dawn French adds, “I spent some time tasting this year’s unbelievably delicious Christmas food range from M&S… and can honestly tell you those hours might be my FAVOURITE moments from my whole year…! As for making the ads… wait ‘til you see them. We had such a laugh, and they’re so lush! Not gonna lie… Fairy was a diva. Who knew fairies could bite?!”

The six part ad series is a key highlight of M&S's broader Christmas campaign

The first episode in the six-part series will be live on M&S social media channels from 9am today [Monday 4th November] before its first slot on the big screen at 10:30am during This Morning.