M&S Puts Home Nations’ Footballers Through Their Paces In ‘Eat Well, Play Well Challenge’

MS Food Eat Well Play Well 1

M&S Food leveraged its multi-year ‘Eat Well, Play Well’ activation with the four UK ‘home nation’ football associations via a content campaign staring a trio of England Football Lionesses and heroing flagship Eat Well M&S Food Hall products.


Leveraging spiking soccer interest around UEFA Euro 2022, M&S teamed up with content studio JustSo to engage football fans of all demographics through a multi-channel campaign which sees England stars Demi Stokes, Rachel Daly and Millie Bright compete head-to-head in a footballing race against the clock involving top bins and water balloons. To add to authentic comedy, presenting duo and TikTok stars Woody & Kleiny host the challenge and end up getting drenched by a giant water balloon to signal the end of the race.



Through the Summer and Autumn, in the lead up to the FIFA men’s 2022 World Cup, the ‘Eat Well, Play Well Challenge’ is being replicated across all home nations with Northern Ireland featuring Simone Magill, Scotland featuring Lyndon Dykes and Wales featuring Jonny Williams.


The campaign is promoted on social channels and in-store, and, as the activation rolls out, each team will watch the leaderboard to see who will lift the home nations Eat Well, Play Well Challenge Trophy and win bragging rights over their neighbours.


The initiative also features a set of ‘Player Picks’ recipe cards and is further supported by behind-the-scenes content captured at the training grounds of England, Scotland, Wales and Northern Ireland.



“The Eat Well, Play Well partnership with the home nation FAs will link the eating habits of much-loved footballing heroes to how they play, promoting positive healthy eating messages for families in a way that’s engaging, relatable and drives change,” commented M&S Food Head Of Brand Communications Robbie Black. “The Eat Well, Play Well challenge will help do just that, showing the fun that football brings and the laughs along the way, but also by giving an insight into footballer’s favourite foods and meals to inspire kids to want to eat like their heroes and subsequently.”







It was in May 2022 that M&S Food, the food division of the M&S retail chain, agreed a sponsorship across the four UK Football Associations of England, Scotland, Wales and Northern Ireland in a multi-year deal that spans the men’s, women’s, youth and disability teams.


The four deal rights packages see M&S Food receive pitch-side advertising, as well as player access to create online content and in-store exclusives and marketing campaigns will be based around players, managers and legends share their favourite Eat Well products, recipes and food plans.


National team squad players will also have access to fresh Eat Well smoothies in a bid to promote the retailer’s initiative on a long-term basis.


The aim will be to showcase the eating habits of the home nation football players to promote positive healthy eating messages for kids in a way that’s ‘engaging, relatable and drives change’ and follows on from M&S research showing that 53% of British people are concerned about family health and 33% are concerned about getting nutritious food into their diets.


At the time the deal was signed, M&S CEO Stuart Machin 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 2,000 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.  We’re constantly developing and improving our ranges, to give our customers delicious, healthier choices every day.”







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