M&S Everyday Food ad

I know that M&S is viewed as quite a luxury...from the posh food-porn ads, to the very middle-class home and clothing ads. Their expensive products are just not ideal for the majority of people's weekly shop, losing potential customers to cheaper stores like Tesco and Sainsbury's. As Vince Noir from 'The Mighty Boosh' accurately said, "She shops at Marks for her 'bits'. She doesn't do her main shop there. No one does."

Then comes this 2012 ad:

I already have an emotional connection to M&S, they can do no wrong in my eyes, I have grown up with them in my life. But even I wouldn't have gone there for my everyday items. This ad brings to my attention that they stock some well-priced items. There is beautiful art direction as usual, and they have kept their classy look whilst trying to appeal to a wider market by showing they are 'cheaper'. I'm not sure how effective it will be though, as M&S have a strong reputation that may be hard to shake. I mainly love the fact that, unlike their food-porn ads, they don't focus on any food or make it look particularly appetising, but instead show the remnants of the food. A really different and clever way of advertising.