M&S Food has enlisted Dawn French once again to star in its playful 2024 Christmas campaign.

French returns as the voice behind the retailer’s much-loved festive fairy as well as appearing in the six-part ad series as herself.

The first film airs today (4 November) and shows French walking down a snow-filled street feeling overwhelmed with all the tasks needing to be completed before the big day.

It cuts to her falling back on the sofa, grumbling there’s “so much to do” ahead of hosting a party for the neighbours. The festive fairy awakens in a box of decorations offering to help French host the perfect get together.

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Flying around the room, she waves her wand, and the place is transformed with with Christmas decorations and a table covered with wrapping paper is replaced with M&S Food feast.

The retailer said each advert “promises to be a feast for the eyes, highlighting the very best from M&S Food this year” and its final ad, airing on 17 December, will feature a festive cameo performance by classical singer Katherine Jenkins.

M&S marketing director Sharry Cramond said: “Last year, our Fairy added something truly magical to Christmas, and this year, we’re thrilled to take it to the next level, with Dawn French herself joining the fun alongside her Fairy character.

“We’re always looking to push creative boundaries, and we believe this year’s campaign will leave our customers smiling and feeling super inspired.

“To top it off, we’re honoured to feature the incredible Katherine Jenkins, adding even more festive magic to our screens!”