Marks & Spencer is aiming to big up the sisterhood and accentuate the positive this spring with a new campaign fronted by “chief compliments officer” Gillian Anderson, who will encourage people to make compliments part of everyday conversation.
The campaign has been born out of a weekly “Love That” shoppable social series hosted by stylist Melissa Holdbrook-Akposoe (aka Melissa’s Wardrobe) and Capital Breakfast stars Jordan North, Siân Welby and Chris Stark.
It is said the series quickly struck a chord with customers and has fast become a natural expression of appreciation, both online and in real life. The series has now surpassed 20 million views.
At the heart of the new activity is a brand film, created by Mother and directed by Rubberband, which coincides with the launch of M&S’ Spring Style collection. WPP Media’s Mindshare led on the media insight, buying and strategy.
In the film, Anderson embarks on her first day in her new role and brings Love That to life through everyday interactions, showing how a simple compliment can lift someone’s confidence while showcasing M&S’ new fashion collection.
Research shows 62% of UK consumers say that receiving a compliment makes them happy – yet many rarely get one – among those who do, almost half say they are most often complimented on their clothes. Through Love That, M&S wants to celebrate these small but powerful moments to make positivity through compliments mainstream.
The media strategy, led by Mindshare, puts Love That at the heart of high-impact, high-reach channels to drive both immediate buzz and long-term brand rediscovery.
Running from this week until April 8, the campaign aims to reach 89% of Spring Style shoppers an average of 7.3 times across a balanced mix of AV social, OOH, digital display and print.
From standout AV moments – including linear, VOD and YouTube – to high-visibility OOH sites across prime London hubs, contextual podcast host-reads and a strong social presence, the plan is designed to ensure Anderson lands everywhere customers already are and is supported by activations across own-channels, PR, social and creator partnerships.
M&S marketing director for Fashion, Home & Beauty Sharry Cramond said: “Welcoming Gillian as our first ever chief compliments officer is a major moment for M&S. She’s here to showcase our brilliant womenswear, spark joy and champion the power of a great compliment – and we couldn’t be more excited!
“’Love That’… followed by ‘where’s it from?’ is something that is said, mainly woman to woman, every day. And the best way to get that type of compliment is to wear M&S fashion of course!
“This new campaign takes Love That to a whole new level, and we have lots more in the plan for the rest of the year too. M&S is transforming from a brand we have always lived with, to one we simply cannot live without.”
Mother executive creative director Hollie Walker added: “A little Love That can go a long way, especially when it comes from a style icon like Gillian Anderson. That’s why we are delighted she’s become M&S’ official chief compliments officer, embarking on a mission to dish out the style affirmations we all deserve this spring. Captured beautifully by the equally stylish directing duo, Rubberband.”
Related stories
M&S is the top UK brand yet again despite hack attack
Mindshare UK makes it two out of two with M&S win
M&S summer push swerves the online shopping issue
