JustSo and M&S Foods Team Up for 'Eat Well, Play Well' Multi-Year Partnership

Jordan P. Kelley + M&S News

With soccer fever sweeping the UK and hundreds of thousands of fans filling stadiums across England, content studio JustSo launched its latest work for M&S Food with a soccer twist. The studio is supporting the retailer’s Eat Well multi-year partnership with the Soccer Clubs of the home nations with a content campaign to engage soccer fans of all ages as well as spotlighting key Eat Well products people can pick up in stores.

Kicking off the multi-channel campaign is an Eat Well, Play Well challenge which sees England’s Demi Stokes, Rachel Daly and Millie Bright go head-to-head in a race against the clock involving soccer balls, trash cans, and water balloons. To add to the hilarity, presenting duo and TikTok stars Woody & Kleiny run the challenge but ultimately the Lionesses get the last laugh with the duo getting drenched by a giant water balloon to signal the end of the race.

The Eat Well, Play Well Challenge is replicated across all home nations with Northern Ireland featuring Simone Magill, which also goes live in early July, and Scotland featuring Lyndon Dykes and CYMRU featuring Jonny Williams teams being released over the coming months in the build-up to the next soccer competition in November. Each team will be keeping an eye on the coveted leaderboard to see who will be crowned the Home Nations winners and win ultimate bragging rights over their neighbors.

Promoted on social & in-store, the campaign will also feature ‘Player Picks’, recipe cards and behind-the-scenes content captured at the training grounds of England, Scotland, Wales and Northern Ireland. Robbie Black, Head of Brand Communications at M&S Food said, ”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. 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 favorite foods and meals to inspire kids to want to eat like their heroes and subsequently eat a healthier diet.”

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