M&S Food Reunites Iconic TV Duo French and Saunders in Christmas Ad
In what’s set to be one of the most feel-good Christmas food ads of the season, M&S has reunited two British icons – Dawn French as the fairy from last year’s award-winning campaign and joined by Jennifer Saunders as her adorable new sidekick, Duckie, a much-loved and well-worn dog chew toy (!) in M&S Food’s 2022 Christmas advertising campaign.
Live on M&S social media channels and premiering on TV during ITV's This Morning at 11.40am, the series of eight ads begins with the appearance of our special Christmas Fairy – voiced by national treasure Dawn French – leaving her perch atop the Christmas tree, looking for a new ‘very special friend’. Set in a cosy home, Fairy heads straight for a family dog’s basket and brings to life a tattered, yet adorable, chew toy. As Duckie comes to life, she finds her voice and is immediately chased by an excited dog, delighted to see his favourite toy awakened. Fairy works her magic and Duckie learns to fly out of his reach as they then soar over a Christmas table spread of MOUTH-WATERING festive favourites.
Viewers are sure to immediately recognise the voice of Duckie, as M&S reunites iconic duo French & Saunders on screen. The dynamic of the characters is sure to bring smiles across the UK, as Dawn French’s glamourous Fairy is joined by the voice of an exasperated and downtrodden Jennifer Saunders as Duckie the chew toy. Sure to bring even more joy, is the excitable dog Wylie… set to become a favourite on screens this Christmas.
As Fairy brings Duckie some much-needed ‘festive cheer’, together they uncover the magic of Christmas with M&S. M&S’ Family Matters, based on interviews with over 5,000 UK adults, reveals two-thirds (67%) are determined to make the most of Christmas, and enjoy some much needed ‘festive cheer’ despite rising cost of living concerns. Approximately two-thirds are set to celebrate at home with family and friends – and food and drink will be the star of the show (80% rank it as top 3 priority).
Fairy and Duckie will visit delicious M&S festive food showstoppers to help make Christmas extra special, from our award-winning Cherry & Orange Liqueur Christmas Pudding Wreath to gorgeous spirits, Sloe Gin and Blood Orange & Cranberry Vodka, tantalising award-winning Collection Mini Steak Sandwiches and, Collection Christmas Sourdough, made into a jaw-dropping turkey sandwich. Bound to be a MUST-HAVE for the festive season, the Sourdough sandwich is made with caramelised onions, crispy onions, dried cranberries and sage – the flavours of stuffing and the ultimate loaf to make a turkey leftovers sandwich!
Sharry Cramond, director of marketing and hospitality, M&S Food, says, “This Christmas we know families want a cosy but special get together at home. Our ad brings to life what we have to offer – the perfect menu to deliver that warm, fuzzy, festive feeling. We know value is front of mind for families and our food range is about offering the best possible quality at the best possible price – from essentials to showstoppers – alongside that all-important dose of M&S Christmas magic.
She adds, “We couldn’t resist reuniting two British icons in Dawn French and Jennifer Saunders with the British icon that is M&S. It’s a match made in heaven as they lend their voices to the glamorous Fairy and adorable Duckie and it’s fantastic to have them on board. I predict Wylie the dog will go on to be a huge star!”
Voice of Fairy, Dawn French, says, “I had the time of my life lending my voice to the Fairy that brought Percy Pig to life last year. I was so excited that M&S wanted to bring her back for more adventures and discover more of that AMAZING food… and, this time with a trusty new sidekick! To have my right-hand-woman back as that sidekick… well, obviously it was a yes with festive bells on from me!”
Voice of Duckie, Jennifer Saunders, says, “When the call came in asking me to be in the M&S Christmas ad, I didn’t have to think about it. And to bring the team back together for it? It was a Christmas MUST. I mean M&S Food just IS Christmas. And, I’m so thrilled to be the voice of the tatty and downtrodden, yet very lovable, Duckie!”
Since last Christmas, Dawn French has become the voice of M&S Food, lending her iconic voice to ads including Valentine’s Day, Easter and Plant Kitchen. This Christmas, for the first time, she’s joined by comedic partner Jennifer Saunders. The third character (equally iconic!) is the lovable dog, played by Wylie – a rescue dog from Battersea Dogs & Cats Home. Since being re-homed six years ago, Wylie (Staffie Terrier and Shiatsu mix) lives with his loving family in Oxfordshire. Wylie’s owners are dog trainers – he just loves it as he has so much so much energy and loves lots of attention... which he’s always guaranteed to get wherever he goes! M&S sure Wylie’s going to get a LOT of love on social media over the coming weeks!
The ad is live across M&S social channels and the characters, Fairy and Duckie, will be replying to followers’ comments throughout the day. M&S will also be asking followers to announce their favourite iconic duos – from celebrity double acts to food pairings, and everything in between. What could beat French & Saunders..? We can’t wait to see what our customers will say! #ThisIsNotJust
Viewers will be able follow Fairy, Duckie and Wylie in a new ad instalment each week between now and New Year’s Eve as together they discover all our Christmas Food must-haves. Look out for the festive M&S Food ad campaign as it runs across print, social media, limited edition carrier bags AND MORE! It all kicks off tomorrow at 7.30am with the first of eight TV adverts, concluding with a New Year’s Eve special. Bringing magic and sparkle to the nation’s living rooms… we can’t wait to see the reaction!
The retailer is also helping customers with their everyday food shop with a new price lock announced this week, part of M&S’ trusted value promise. Over 100 customers favourites, from soup and Select Farms easy peeler satsumas, to coffee, salmon and laundry liquid will be price locked until the end of the year.
