During February, high street fashion retailer Marks & Spencer achieved the highest uplift in Ad Awareness of any brand in the UK.

Marks & Spencer claims to serve one in every ten denim shoppers in the UK, and the high street retailer is seeking to expand that number with a new advertising campaign showing off its range.

The advert encourage users to start a “#DenimLoveAffair” and has seen the brands Ad Awareness Scores jump from 24.1 at the start of the period to 30.5, an increase of 6.4 points, which puts the retailer at the top of this month YouGov BrandIndex Ad Awareness rankings.

Despite being the leading clothing retailer in the UK, this is the first television advert the brand has created for its denim products – one of its top sellers. Alongside the advert, Marks & Spencer has released new products including jeans that feature polyester made from recycled plastic bottles and responsibly sourced cotton. This move towards sustainable fashion may have helped to generate an increase in positive buzz among environmentally concerned consumers.

Among Britons who say that sustainable products make either some or a lot of difference to the environment, Marks & Spencer’s Buzz Score (which asks whether consumers have heard anything positive or negative about the brand in the last fortnight) has risen 7.1 points since the campaign began to peak at 13 in late February.

The brand also saw a boost in its Consideration Score (whether someone would consider purchasing from the brand in future) among all consumers, rising 4.9 points to a high of 47.9 in the week following the adverts release.

The ad campaign has also benefited the wider company, with Marks & Spencer’s supermarket arm also seeing significant uptick in its Buzz Scores.