M&S unveils phased ‘product first’ Christmas campaign

Marks & Spencer has revealed its Christmas campaign strategy for 2025 across fashion, home and beauty.
The “product-first” campaign consists of a number of mini films which will drop “chunks of content” over the festive season, instead of one hero advert.
The retailer said its campaign delivered more frequent and tailored content that “more closely reflects how customers really shop” during the build-up to Christmas.
The campaign will be rolled out in thre