M&S - Eat Well Play Well

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.

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.

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.

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.

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