Marks & Spencer is trying to make food sexy again, a decade after its iconic "This is not just a chocolate pudding..." advert sent pudding sales soaring.
Its new TV advertising campaign, launched today, is reminiscent of M&S's much-parodied "Not just any food" ad campaign which started ten years ago.
The "Not just any food" campaign was most famous for the 2005 'pudding' ad, which featured a sultry voiceover from Dervla Kirwan, who extolled the virtues of a pudding with an extravagant melting centre.
She used the line "this is not just a chocolate pudding, this is a Marks & Spencer chocolate pudding".
It was parodied around the nation, but sales of the pudding rocketed 3500%.
The new M&S food ad pays homage to the original with a reappearance of the oozing chocolate pudding, which has been given a modern 'jaffa' twist with a gooey orange centre.
Its soundtrack is an instrumental version of the pop hit 'Rather Be' by Clean Bandit.
M&S says it is aiming to "tease the nation’s increasingly discerning taste buds" and tap into the wave of food enthusiasm from British consumers from TV programmes like The Great British Bake Off and the trend of posting snaps of meals on social media.
The new ad was made by M&S's advertising agency, Rainey Kelly Campbell Roalfe/Y&R.
M&S's executive director of marketing, Patrick Bousquet-Chavanne, said the ad showcased "the sensual and surprising aspects of food – like its textures and movement – in a modern, stylish and precision format.”