Arsenal and England football legend Ian Wright meets Ian Wrong in the latest M&S Food spot, scoring a hat-trick for the retailer with its third Eat Well, Play Well advert.

The football-based healthy eating campaign taps into the excitement surrounding the upcoming Euro 2024 tournament and will run across TV, VOD, Social, Digital, Radio and OOH until 7 July.

Playing both himself and his junk-food-loving counterpart, Wright explains how easy it is to eat healthily at M&S Food, telling Wrong to simply “follow the flower”.

For the first time, the ad has been created in four separate iterations; one for each of the UK home nations playing in the tournament.

Wright also enlists a little help from some international footballer friends, with each bespoke version of the ad including some of the footballing stars from the England, Scotland, Wales and Ireland national teams.

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The feel-good campaign hammers home the serious message of healthy eating, with the players stating “Eat Well Play Well as M&S say”.

“As a nation, we love football,” commented Sharry Cramond, director of marketing at M&S Food, explainig how the retailer aims to “use the power of football” to encourage families to eat healthier as part of its ‘Eat Well, Play Well’ initiative.

“This is the third year we’ve worked with Wrighty to raise awareness of the M&S Eat Well range and as always Ian is Brilliant in simplifying a serious health message and showing how easy it is to follow the flower to make healthier choices,” she added.

“With a summer of football just a week away it’s the perfect time to show how if you eat well – you play well.”