M&S appeals to pub-goers

Marks & Spencer is appealing to pub and restaurant-goers with its new advertising campaign.

The company has dropped the seductive lilt of actress Dervla Kirwan saying: "It't not just food, it's M&S food" in favour of Only Fools and Horses star David Jason.

M&S said David has universal appeal. The actor is shown discussing the ingredients he is using for an Italian risotto, only to reveal it is a Marks & Spencer prepared meal, which M&S describes as restaurant-quality.

The company will continue to screen the "This is not just food" slogan at the end of the ad, although it will not be spoken.

Steve Sharp, the executive director of marketing at Marks & Spencer, said: "The new adverts not only show that M&S prepared meals offer restaurant-quality dining but also highlight the quality of our raw ingredients to viewers, whether they are buying fresh produce to cook from scratch or want us to do the hard work for them."

The new ads follow Marks & Spencer's seasonal promotion of a meal deal for two, including wine, for £10, which is generally available around bank holidays. The August deal included whole chicken, pork medallions, vegetable moussaka and salmon fillets.

M&S has also been running ads in newspapers such as the Daily Mail promoting its food offers on a pub-style blackboard.

Licensee Jon Briscoe from the Jolly Farmers in Buckland, Surrey, has a deli inside his pub. He said: "Pubs have to take inspiration from other sectors. The M&S deal is just what people on a budget are looking for. Pubs could think about a two or three course deal."

London-based Renaissance Pub Company boss Mark Reynolds agreed: "We offer weekday lunch mains for £7.50 and it's important to offer as many wines by the glass and carafe as possible."