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 players, comedians, ex-pros, pundits 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 formats that inspired the M&S’ social audiences to try products from the Eat Well range. 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 World Cup match.