Marks & Spencer has revived its popular Fairy character for its 2025 Christmas food campaign, bringing festive cheer to a new advert set during a Christmas Eve traffic jam.

The retailer’s latest festive film aims to emphasise indulgence and quality, showcasing its premium food offer and chef collaborations, rather than competing on price.

The ad begins with drivers stranded on the roads until Fairy, once again voiced by Dawn French, transforms an M&S delivery truck into a roadside celebration filled with the retailer’s seasonal treats.

Accompanied by Chris Rea’s iconic Driving Home for Christmas, the advert highlights party favourites such as Paella Bites, Fish & Chip Bites, and Tom Kerridge’s Pork & Mushroom Pâté, with the celebrity chef making a brief appearance.

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The Christmas advert will run across TV, digital, and social platforms from this week and continues the retailer’s well-known tagline: “This is not just Christmas food. This is M&S Christmas food.”

The campaign is complemented by in-store offers, social media activity, and a £1,000 M&S Food gift card giveaway.

It also highlights the role of the retailer’s delivery drivers, who share stories of bringing the magic of Christmas to customers across the UK.