Only at Ann Summers, Your S&M

The lingerie and sex toys specialist has cheekily parodied high street bellwether Marks & Spencer’s famous marketing for its own saucy promotion - Your S&M.

Ann Summers chief executive Jacqueline Gold described the campaign as “a respectful nod” to M&S’s “iconic meal deal”.

In its naughty equivalent of the M&S classic, Ann Summers offers customers a starter, main course and dessert made up from a mix and match of its lingerie and sex toys.

Gold said: “You hear the adverts, you see them and we all know who it is; what we wanted to do was add a naughty twist. We all know imitation is the greatest form of flattery and I hope that [M&S boss] Marc Bolland agrees.”

The offer launches in stores and online tomorrow and runs until May 2.

The lingerie retailer is promoting the Squeal Deal through online marketing and advertising vans travelling around in London.

The campaign is the latest marketing ploy by Ann Summers, which changed the name of selected stores to Man Summers for Valentine’s Day in a bid to attract more male customers.

A Marks & Spencer spokesperson said: “Over the last 127 years Marks & Spencer has built up a great reputation for quality and trust in the hearts and minds of the British public. When we believe these values are being infringed, we do whatever we can to protect our brand and our customers. We therefore are taking legal advice with a view to issuing legal proceedings.”