M&S Food partners with The FA using the M&S Eat Well range and the power of football to help families make healthier food choices. We created the sponsorship identity and campaign for this never-been-seen-before partnership, with a specific brief to ensure the creative had immediate cut-through, was ownable to M&S and drove recognition of the Eat Well brand.
Our solution? A vibrant and dynamic scheme, juxtaposing an energetic gradient against a dark palette, with a curvy yellow and green super graphic for immediate standout. A sport-inspired pattern from the Eat Well sunflower nods to the range while a positive call to action to ‘follow the flower’ signposts the products in store.
The identity and campaign rolled out through pitch side hoardings, social, store windows, store POS, competition collateral and bag for life and perfectly balanced the identities of M&S Food, Eat Well and the emotive world of football, the campaign was a real hat trick. Even better, it also scored a GOLD at the London Design Awards 2022 in the Advertising category, and a SILVER at the Wild Design Awards 2023 for Outdoor, Retail, POS.
Lauren O'Kelly, Campaigns and Events Manager at M&S Food said, "Whippet are brilliant to work with, they’re an extension of our team and we’d be lost without them. The work they did on our partnership look and feel was outstanding and they nailed the brief first time round. Working with them is fun, easy and never painful – I can’t recommend them highly enough."