Marks & Spencer has launched a major ad campaign for its revamped Sparks loyalty programme, which highlights the new “pounds, not points” ethos and heavily promotes the use of the M&S app to unlock personalised rewards and digital wallet savings.
The campaign, which is understood to have been devised in-house, features celebrity ambassadors, including Emily Atack (pictured) and Vernon Kay, to drive engagement and show off the new, more affordable image of M&S.
The TV spot emphasises that Sparks offers are now tailored by AI to individual shopping habits, with new personalised rewards dropping in the app every “Treat Tuesday”.
It also highlights the money rewards, including earning £10 in the wallet when spending £50 on fashion, home, or beauty, or £5 for a £35 foodhall shop.
The activity encourages users to download the M&S app, featuring “scan & shop” and “click & collect” functionality, and includes influencer endorsements from Melissa’s Wardrobe on Instagram and TikTok, alongside “14 Days of Sparks” events to promote the new digital wallet.
While focusing on the new cash rewards, the advertising still reminds customers of popular existing perks like free birthday treats and charity donations.
When the revamp was first revealed last week, chief executive Stuart Machin said: “Customers told us they want Sparks to be simple, rewarding and personalised, and we listened. New Sparks is built around a much more personalised experience, no tricksy pricing and real money rewards to thank our customers for shopping with us.
“A stronger Sparks is another step forward on our journey as we invest for future growth. Powered by new and transformed data and AI capabilities, a new Sparks helps us get even closer to customers and deliver an even better M&S experience.”
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