M&S Food Levels Up Festive Magic with Dawn French’s On‑Screen Fairy Return
When M&S Food announced that Dawn French would return for its 2024 Christmas push, fans expected the familiar, mischievous voice of the brand’s festive fairy. What they didn’t anticipate was French stepping out of the voice‑over booth and onto the screen, playing herself opposite the sparkling sprite that’s become a holiday staple. Marketing director Sharry Cramond says the move is all about one word: consistency.
Why the fairy matters – and why French stays
For four straight years the clever, slightly sarcastic fairy has been the visual hook for M&S Food’s seasonal ads. Industry testing platforms like System1 and Kantar have flagged the character as a standout, noting its ability to make shoppers feel both entertained and reassured about product quality. "The fairy adds something truly magical to Christmas," Cramond explained, "and keeping her voice consistent helps us build a recognisable, trusted holiday identity." By keeping French as the voice, the brand preserves that continuity while gifting viewers a fresh visual twist.
French’s on‑screen debut adds a layer of humor that resonates with the brand’s core audience – adults who enjoy a cheeky nod to the chaos of holiday prep. In the opening film, French wanders a snow‑laden street, mutters about hosting a neighbor’s party, and collapses onto her sofa. A box of decorations bursts open, releasing the fairy who sprinkles M&S Food goodies and twinkling décor throughout her flat. The result is a fast‑paced, laugh‑filled montage that showcases a full‑course festive spread without feeling salesy.
Inside the six‑part magic show
The campaign rolls out as a series of six 30‑second clips, each zeroing in on a different food category. After the debut which highlights a complete feast, the next five ads focus on party snacks, innovative gift ideas, show‑stopping desserts, "Big Day" essentials and, finally, New Year’s gastro‑pub selections. Every spot is crafted in‑house by Rich Robinson, M&S Food Head of Creative, and Robbie Black, Head of Marketing, ensuring the tone stays true to the brand’s heritage.
Production values are deliberately glossy – think close‑ups of glossy plum puddings, steam rising from roast turkey, and the sparkle of glassware that catches the fairy’s light. The visual language is designed to be "a feast for the eyes," with each frame offering a clear product cue: a golden mince pie, a caramel‑drizzled trifle, or a sleek gift‑box of artisan cheese. By anchoring the narrative in actual product shots, the ads keep the focus on what shoppers can buy, not just on the entertainment factor.
The finale, set to Elton John’s "Step into Christmas," drops on December 17th and features a cameo from classical powerhouse Katherine Jenkins. Her soaring vocals weave through the fairy’s sparkle, turning the final advertisement into a miniature holiday concert. The move adds a touch of high‑brow appeal while still feeling accessible, widening the campaign’s demographic reach.
Beyond the TV spots, M&S Food is splashing the fairy across digital, print, in‑store displays and social media stories. The broad mix ensures the character appears wherever shoppers encounter the brand, reinforcing consistency across touchpoints. Cramond says the goal is simple: "We want customers to smile, feel inspired, and head straight to our aisles for the season’s best."
Xander Fontaine
Hi, I'm Xander Fontaine, a renowned expert in the world of fashion and beauty. With years of experience as a stylist, I have a keen eye for the latest trends and timeless classics. My passion for writing has led me to share my knowledge through articles, blogs, and editorials, helping others elevate their personal style. I believe that fashion and beauty should be accessible and enjoyable for everyone, and I'm committed to spreading that message with my work.
View all posts by: Xander FontaineRELATED POSTS
M&S Food Levels Up Festive Magic with Dawn French’s On‑Screen Fairy Return
Write a comment
Categories
RECENT POSTS
M&S Food Levels Up Festive Magic with Dawn French’s On‑Screen Fairy Return
M&S Food’s new Christmas drive puts Dawn French back in the spotlight, this time sharing the screen with her beloved fairy alter‑ego. The six‑part series, launched on Nov 4, leans on consistency, product focus and a broad media mix to showcase the retailer’s holiday range. Highlights include a magical home makeover, a lineup of bite‑size feast ideas and a surprise duet with classical star Katherine Jenkins. The campaign builds on last year’s award‑winning fairy character, aiming to spark holiday joy and boost sales.
Why is fashion two seasons ahead?
Well, isn't this a fun topic to dive into? It's like we're on a fashion time machine! So, here's the scoop: fashion is always two steps – or should I say, seasons – ahead for planning and production purposes. These fashion gurus need time to create those snazzy outfits we love so much and ensure they're ready for runway and retail. It's like the fashion world is from the future, always showing us what we'll be wearing next while we're still enjoying our current wardrobe. So, keep up, folks! The fashion train waits for no one!
Can you be a high fashion/runway model with tattoos?
In the ever-evolving world of high fashion and runway modeling, tattoos are no longer a taboo. More and more designers and brands are embracing models with ink as a reflection of individuality and personal expression. However, the acceptance can vary based on factors such as the visibility, size, and appropriateness of the tattoo. While some agencies still prefer a blank canvas, the industry is gradually becoming more inclusive. It's a changing tide, but don't be surprised to see a runway model flaunting their tattoos with pride.
What's the most overrated makeup brand?
Makeup has become an essential part of the beauty routine for many people. However, some brands are more popular than others and can be considered overrated. The most overrated makeup brand is probably Benefit, due to its high prices and limited product range. Despite being popular, many customers feel that the quality of the products does not justify the cost. Other brands such as NYX and ColourPop are often seen as offering better value for money.
What clothes to buy in Spain?
In Spain, fashion is a big deal and shopping for clothes can be a thrilling experience. The country is known for its quality leather items, so consider picking up some shoes or a classic leather jacket. Traditional Spanish attire like Flamenco dresses or Matador suits can be unique souvenirs. Also, don't miss out on high street fashion from Spanish brands like Zara, Mango, and Desigual. Lastly, their artisanal clothes and accessories are a real treasure to look for.