The retailer has stopped using its "This is not just..." endline in a new series of ads, created by RKCR/Y&R, in favour of the news strapline "Just because".
According to M&S executive director for marketing, Steve Sharp, the ads will now concentrate on "quality, provenance, price, innovation, ethics and offers".
He said: "Virtually everyone loves M&S food – I've certainly never met anyone who doesn't – and everyone has their favourite things. But sometimes people need a bit of a justification to buy it. With the new ads we're showing what it is that makes it better."
M&S is also revamping the celebrity line-up it uses to promote its clothing, dropping Mylene Klass but retaining sixities swinger Twiggy.
Joining her will be 'X Factor' judge Dannii Minogue, singer VV Brown, Capital FM breakfast show presenter Lisa Snowdon, and Brazilian model Ana Beatriz Barros. Former Liverpool FC and England footballer Jamie Redknapp takes over as the face of M&S menswear.
The brand insists Myleene Klass continues to work with M&S on "a number of other initiatives".
Sharp said: "The new campaigns build on the success of the 'Quality Worth Every Penny' strapline we introduced last year to celebrate our 125th Birthday and demonstrate the amazing value and quality M&S consistently offers across everything we sell – from knickers to chocolate to that perfect summer dress."
The first of around 20 new M&S food ads, focusing on Easter products with the slogan "Quality worth every penny", is set to break on 26 March on ITV at 7.45pm, while a womenswear TV ad launches on 24 March.
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