UK based retailer Marks & Spencer is returning to its much loved ‘This is not just food’ campaign after a 12-year absence in a bid to redefine its food brand and target a more cost-conscious family consumer.

Unveiled at an event in London April 2, the campaign keeps the “food porn” double entendres that originally created a buzz. But the TV commercials have a unique twist. Rather than focusing exclusively on the food, they show customers daydreaming about their favorite M&S private brand food.

“We are bringing back [This is not just food, this is M&S food] to the nation’s screens after a 12-year absence…but we’ve given it a makeover, keeping our trademark ‘food porn’ moments and adding a new twist to surprise and delight customers,” said M&S in a release handed out at the event.

“With an injection of fun and humor, M&S will be stepping into the lives of customers in the key moment they’re daydreaming about delicious M&S food. From Scottish smoked salmon to brand new trifle, this 60-second ad promises to provide great value mealtime inspiration for the nation’s families.”