Marks and Spencer Love That campaign starring Gillian Anderson hits 29 million views on social media
Earlier this year, we reported that Marks & Spencer had named actress Gillian Anderson as its first ever Chief Compliments Officer.
M&S Marketing Director for Fashion, Home and Beauty Sharry Cramond, said at the time: “Welcoming Gillian Anderson as our first ever Chief Compliments Officer is a major moment for us. She’s here to showcase our brilliant womenswear, spark joy and champion the power of a great compliment - and we couldn’t be more excited. With this campaign, we are reinforcing our new fashion, home and beauty brand line - Love That!”
Six months on and the retailer has provided an update on the Love That campaign. In a LinkedIn post, Anderson said: “Back at my desk after time away over summer and one of the first things I've been doing is reviewing the performance of the Love That campaign over the last six months. What started with two simple words has become something so much more, and the results on our style/confidence index speak for themselves. Love That. A campaign built on something we could all do a little more of: giving compliments.”
Highlights include: 29 million views on social media; Millions of compliments sparked; Various interactions generated; 99% positive sentiment.
Anderson added: “They say a compliment goes a long way. But who knew a "Love that" could travel quite so far? And the metric I'm most proud of isn't on this list, it's the fact that we've helped create millions of moments where someone felt appreciated, praised, admired. Love your dress. Love how that blazer elevates your whole outfit. Love those heels with that skirt. Love this whole look.”
“A compliment is never just a compliment. It's a confidence boost. A conversation starter. A little nudge to try something new. And it's always a gateway to hearing:
"Thanks, it's M&S." Together, we've sparked millions of compliments, inspired thousands of those moments and turned more heads than we could possibly count. Love that for us.”
2026 RTIH Innovation Awards
Social media will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
