Having previously worked with Marks & Spencer on their first-ever film partnership with The Second Best Exotic Marigold Hotel, Paddington 2 provided M&S with a perfect fit for a new partnership between these two much-loved British icons.
The partnership of the Paddington sequel with Marks & Spencer was a perfect fit, and the duffel coat-wearing bear featured in the retailer’s Christmas advert “Paddington Bear
and the Christmas Visitor”. Running alongside the ad, Marks & Spencer’s ‘most digital’ campaign saw a social media blitz, including Paddington being interviewed on the M&S content hub, Style & Living, where he shared festive marmalade recipes.
M&S chief executive Steve Rowe explained that the Paddington-themed marketing “helped appeal to families and drove a good season on gifting,” as the company saw online and store revenues grow following the campaign’s introduction