Marks & Spencer compares quality of its financial services to food and clothing

The campaign, created by Story, comprises online and in-store activity under the strapline ‘It's M&S no less'.

The activity draws comparison to the mid-premium offering of its retail offering, using supporting lines such as:

• For car insurance: ‘Leave you without a courtesy car? We'd sooner leave the chips out of our chocolate cookies. It's M&S no less.'

• For insurance: ‘Cover and support in all shapes and sizes - just like our underwear. It's M&S no less.'

• For travel money: ‘Gluten-free. GM-free. Now try commission-free.'

Amanda Newman, head of marketing at M&S Money, said: ‘More than ever, people are looking for financial brands they can trust. It's important that customers understand our portfolio of financial products share the same well-known qualities and high standards as our high-street brand.'

This article was first published on marketingmagazine.co.uk