Brand Purpose Work & Wellbeing

M&S Food inks sponsorship deal with British national football teams

By John Glenday | Reporter

May 27, 2022 | 3 min read

M&S Food is harnessing support for British football to promote healthy eating across the UK in a new multi-year partnership.

The grocer is promoting its 'Eat Well, Play Well' campaign via a tie-up with the England, Scotland, Cymru (Wales) and Northern Ireland national teams to ensure football fans see green on their plates as well as on the pitch.

Echoing Weetabix's 'Eat Well, Live Well, Play Well' campaign, the promotion argues that eating well isn't all cabbage and sprouts but includes tastier ways to a balanced diet, including its Eat Well branded products.

M&S

M&S Food pitch healthy eating at home via football partnership

Moving beyond a simple kit sponsorship, the partnership will extend to in-store displays of popular players' favorite dishes and free fruit for children.

Stuart Machin, CEO of M&S, said: “By harnessing the influence of the players as role models, we want to encourage children and families to make healthier food choices through choosing Eat Well.

“We have nearly 2000 delicious Eat Well products across our Food Hall, and online through Ocado, from great quality fruit and vegetables to meals, snack and drinks, all at trusted value.”

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The initiative follows an M&S survey conducted in June 2021 which found that 53% of the public are concerned about family health, with 33% anxious to add more nutritious meal options to their diets.

M&S has refocused on quality as it positions itself as the home of tasty homegrown produce from Scottish salmon to Cornish cheese.

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