Follow the Flower: M&S launches Eat Well campaign as summer of football approaches kick off

The countdown to the summer of football is in full swing, and today as part of M&S Food’s Eat Well Play Well partnership with the home nations’ football associations, the leading retailer is launching a national campaign to encourage customers to Follow the Flower in M&S stores to spot healthier food choices.  

The campaign features a number of the leading star female players from across the four nations, alongside returning favourite Ian Wright. 

This is the newest step in M&S Food’s Eat Well Play Well partnership with the England, Scotland, Cymru and the Northern Ireland National Football Teams to use the power of football and the influence of some of the UK’s biggest footballing heroes to help families make healthier choices.  

M&S’ latest Family Matters Index recently showing that healthy eating is a growing priority with 30% of families looking to eat more healthily in the coming months, and the campaign encourages customers to Follow the Flower whilst in store.  

M&S recently announced it had reduced or even locked the price on over 50 Eat Well products to support customers in choosing a balanced diet, from M&S Select Farms Mangetout (260g – cut by 15% to £1.70) to Pineapple Chunks (150g – cut by 15% to £1.70). 

Sharry Cramond, who is the Marketing Director M&S Food and Hospitality says: “With a Summer of football ahead of us, we felt it was the perfect time to supercharge our Eat Well, Play Well partnerships with the home nations football teams, show our differentiation to other retailers through the partnership, and really focus on our Eat Well healthy options in store. 

"So, we’ve brought back former England star, and all-round popular legend, Ian Wright to once again star in our TV adverts,  alongside some very familiar footballing faces from all corners of the entire UK." 

Sharry went on to say: “As well as championing women’s football this Summer, our main aim is to help families eat healthier. Through the advert Ian explains our Eat Well proposition and how easy it is to ‘Follow the Flower’ in store for healthier choices. We've got everything in our stores from steaks to sandwiches and cereals, too! Fingers crossed for a Summer of success for Eat Well as well as the England team!” 

The campaign kicked off with an advert on ITV which will run across VOD, YouTube and social across throughout the Women’s World Cup in July and August.  

M&S customers will also see the campaign extensively promoted via M&S Foodhall’s with yellow flower signage throughout, plus selfie stands and kids puzzle sheets to help promote Eat Well and healthy choices.  

England legend Ian Wright added: “Growing up, no one taught me about healthy eating and learning what was and wasn’t healthy came later to me in life. That’s why I’m delighted to be working with M&S Food again on their Eat Well, Play Well campaign. It’s a topic close to my heart and this campaign is all about making healthy eating as easy as possible. 

“We’ve filmed a great new TV ad showing people how to do just that. Plus it features some of our countries best footballers, as we go into a huge summer of women’s football. What's not to love?” 

You can see the advert here:-