M&S Christmas: Mrs. Claus and the power of a second mince pie

Marks & Spencer, a British retailer, used feminism to advertise to women in the UK with its 'Mrs Claus' ad, which successfully turned around year-on-year sales declines.

Campaign details

Brand: Marks & Spencer Client: Marks & Spencer Agency: Y&R London


In a year when feminism was making headlines again, M&S needed to show that it 'got' modern women to turn around five years of consecutive sales decline in womenswear.

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