Driving healthy eating through the power of football
76% of families struggle to prioritise healthy eating amidst sporting commitments. How do you bring about largescale behavioral change whilst changing perception of Marks & Spencer as the supermarket of holidays and indulgent treats?
The Project
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Launch Marks & Spencer’s Eat Well healthy range to a demographic of active families new to the retailer.
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Marks & Spencer are known as the supermarket of indulgence and special occasions thanks to a legacy of high profile Christmas campaigns and a cultural perception of premium produce.
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Eat Well, Play Well - a partnership with the England Football Association. Connecting healthy eating with high performance in grassroots football.
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A fully integrated campaign featuring Premier League talents Jamie Redknapp, the Lionesses and Ian Wright, exploring the eating habits of the premier league and their families, showcased through a tour around the UK in a branded EatWell, PlayWell van and NPD development specifically for grassroots halftime snacking. Amplified by a PR campaign around a ‘Plate of the Nation’ thought leadership report on the habits of healthy eating in UK.
Resulted in an increase from #3 to #1 in healthy eating perception ranking, 150 pieces of national coverage, 2.5m views of social content, 50% increase in EatWell awareness
