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Ian Wright, Chief and the home nations’ women’s teams are on target for M&S Eat Well Play Well campaign

Ian Wright ad still, courtesy Chief

The summer of football is underway, and so too is M&S Food’s Eat Well Play Well partnership with the home nations’ football associations.

The retailer is launching a nationwide campaign to encourage customers to ‘Follow the Flower’ in M&S stores to spot healthier choices.

The campaign stars a number of the leading female players from across the four nations, alongside returning favourite Ian Wright and is the latest step in M&S Food’s Eat Well Play Well partnership with the England, Scotland, Cymru and 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.

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

M&S Eat Well Play Well

Director Yoni Weisberg has brought together an ad with a multitude of creative approaches – a bold visual medley, an edit that rises and falls, and a charismatic, charming, and compelling Ian Wright delivery at its core.

The combination keeps the viewer engaged while conveying the empowering message of making healthier choices. It’s the second TV ad Weisberg has directed for M&S, through Chief.

Sharry Cramond, marketing director M&S Food and Hospitality, said: “With a Summer of football ahead of us 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.

“We’ve brought back former England star, and all-round legend, Ian Wright to once again star in our TV advert – alongside some VERY familiar footballing faces from all corners of the UK. 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 have everything from steaks to sandwiches and cereals. Fingers crossed for a Summer of success for Eat Well as well as the England team!”

England legend 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?”

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