Marks & Spencer will break with its established food advertising campaign this Sunday, when the first of a new generation of ads will be aired on ITV1.

The retailer’s “Not just food…” voiceover, done by actress Dervla Kirwan, will be axed.

Instead, Only Fools and Horses star David Jason will enthuse about the ingredients used in a risotto, finally revealing that the restaurant-style dish is an M&S prepared meal. The words “Not just food” will appear on the screen but not be spoken.

Marks & Spencer executive director of marketing Steve Sharp said: "The new adverts not only show that M&S prepared meals offer restaurant quality dining, but highlight the quality of our raw ingredients to viewers, whether they are buying fresh produce to cook from scratch or want us to do the hard work for them.”

Other celebrities are likely to feature in future ads.

M&S’s food division has been beset by problems such as perceived high prices, prompting the abrupt departure of former food boss Steven Esom two months ago.

Esom’s successor, John Dixon, has introduced a range of initiatives to kick-start trading, such as “Wise Buy” promotions to highlight value.

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