M&S Food formed a groundbreaking partnership with The Football Association (FA) to use their Eat Well range and the power of football to help families make healthier food choices. They needed an identity and campaign to create an immediate cut-through, remain distinctly ownable to M&S, and drive recognition of the Eat Well brand.
Our mission: create a visual system that could unite the premium world of M&S Food with the passion of football while promoting healthier eating habits.Standing out from kick-off
We developed a strategy designed for immediate standout in busy retail environments and crowded football settings, giving the new partnership the recognition it needed from day one.
Bringing two worlds together
We balanced the premium world of M&S Food with the energy of football, creating a system that brought both brands together without compromising what made either one distinctive.
Making healthy eating exciting
We used the energy of football to position healthy eating as dynamic and positive rather than restrictive, helping families see nutritious food choices in a fresh new way.
Creating instant standout
We paired an energetic colour gradient with a dark palette and a curvy yellow and green super graphic, creating a distinctive visual system that stood out everywhere from pitch-side hoardings to in-store displays.
Following the flower
We transformed the Eat Well sunflower into a sport-inspired pattern and made ‘Follow the Flower’ the campaign’s central call to action – a simple, memorable device that guided customers towards Eat Well products in store.
From pitch-side to Foodhall
We rolled the identity out across pitch-side hoardings, social, store windows, POS, competition collateral and even bags for life, building consistent recognition across every touchpoint.
The campaign was a marketing hattrick, bringing M&S Food, Eat Well and the world of football together under one distinctive visual system, helping make healthier choices feel more exciting and accessible for football-loving families. It scored with the industry too, picking up Gold at the London Design Awards and Silver at the Wild Design Awards – a pretty tidy result all round.
M&S Eat Well, Play Well
Scoring goals for healthier eating
Lauren O’Kelly
Head of Seasonal Events & Partnerships Marketing
"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."