After years of falling sales and negative press coverage, M&S began its comeback in August 2004 with launch of t he ‘Your M&S’ and ‘Not Just Food, M&S Food’ advertising campaigns.
Focusing on food and womenswear, the commercials restored public confidence in M&S and communicated its overhaul of more stylish, affordable clothes, better quality food, improved service and store refurbishment. The campaign helped save the ailing high-street chain, returning it to its former position as a national treasure, as well as resisting takeover bids.