Leveraging the power of sponsorship


Use M&S’s partnership with the FA to educate the UK population about a healthy diet and lifestyle.



pieces of PR coverage so far




views of FA Eat Well content


likes across Marks & Spencer’s social media channels


Eat Well understanding


increase in Eat Well awareness


supermarket offering ‘healthy options’ in the UK


M&S wanted to highlight the link between nutrition and performance and needed help promoting this across the UK. Using their existing FA partnerships, The 10 Group created a host of social-first content and PR stories the deliver the campaign messaging: Eat Well, Play Well.

We ran nutrition-focused PR stories for the Lionesses at the World Cup, where M&S dived into the eating habits of champions. The press releases coincided with the launch of ‘The Plate of The Nation’ report, which was about taking lessons from elite sports to help Great Britain & Northern Ireland to ‘Eat Well and Play Well’ again. Its release was supported by M&S nutritionist, Sophia Linn, Jermaine Jenas and sports pundit Fara Williams.

We developed a series of social assets from all four home nations for M&S’s social channels, promoting the ‘Eat Well, Play Well’ movement. We shot footage which saw famous football faces like Sarina Wiegman, Jamie Redknapp, Jill Scott, Jen Beattie, Gordon Smart and Ashley Williams, all partaking in the campaign.

There were several Eat Well Challenges produced for social including blind-folded taste tests, host-led quizzes and the infamous ‘Hot Shots’ challenge, all with the goal to highlight how nutritionally balanced food can be delicious and exciting.