Eat Well Play Well
Changing perceptions through sponsorship
M&S Food is best known for its famously indulgent treats, but they wanted to increase consideration of their Eat Well range whilst encouraging the nation to make more healthy food choices.
We were tasked with developing a creative platform and a year’s worth of entertaining and engaging content for M&S social platforms. We created Eat Well Play Well. In partnership with the FA, the home nation’s football stars provided the star power & fun to help families make healthier eating choices.
Driving consideration through a social content ecosystem
Working with comedians, ex-pros, pundits, current players and presenters from each of the home nations, we created a suite of social-first video series that drove increased consideration to purchase Eat Well products. Whether pitch-side or within bespoke studio builds, we created entertainment formats that inspired the M&S’ social audiences to try products from the Eat Well range.
Finding talent that resonates with target audiences
To make the content entertaining & informative, we brought on a fun cast of hosts that personified the playful M&S tone of voice for Eat Well Play Well, unique to each home nation.
Impact
Over 12 months we saw a 5 point increase in awareness of the Eat Well range, and M&S Food became the most talked about brand on Twitter during the England vs Wales Qatar World Cup match.
Sharry Crammond, M&S Marketing Director
“This is one of the most successful campaigns that we’ve ever tracked, outperforming on every single metric we measure.”
69%
of viewers polled showed an interest in trying M&S Eat Well range after viewing content