Marks & Spencer Food has partnered with national football teams of England, Scotland, Cymru and Northern Ireland to launch its healthy eating campaign ‘Eat Well, Play Well’.
The retailer’s campaign aims to link the eating habits of popular football heroes for the next generation, forging connections between their diet and how they play to promote a positive healthy eating message.
By adopting an “engaging” and “relatable” initiative M&S hopes its multi-year partnership with the FAs will inspire families to eat healthier this summer.
READ MORE: M&S Food profits rise by 10% as grocery market share increases
“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,” M&S CEO Stuart Machin said.
“We have nearly 2000 delicious Eat Well products across our Food Hall, and online through Ocado, from great quality fruit and vegetables to meals, snacks and drinks, all at trusted value. We’re constantly developing and improving our ranges to give our customers delicious, healthier choices every day.”
The move comes as 53% of Britons have expressed concern about family health but it also comes ahead of a busy football season for Northern Ireland and England’s women’s teams as well as Cymru and Scotland’s men’s deciding games in June.
In-store, shoppers will be able to find their favourite players’ recipes, eating plans and free fruit for kids. Online will also be insight on players, managers and legends sharing their favourite Eat Well products.
“Through our partnership with M&S Food and Eat Well we are aiming to help families across the country make healthier eating choices using the power of football,” England Men’s team manager Gareth Southgate said.
“We believe the fuel and recovery habits of all England players play an important role in their development and performance and partnering with M&S Food on joint initiatives will help inspire and influence this across the England Pathway of teams from Men’s, Women’s, Youth and Disability teams .”
Cymru women’s manager Gemma Grainger added: “Our players are great role models to young girls and boys across Wales and we are proud of how they utilise their platform to promote a healthy and active lifestyle to families.”
Click here to sign up to Grocery Gazette’s free daily email newsletter